The Duppy Share is a rum and challenger brand, a Caribbean inspired blend founded in 2014. They approached us with a great bottle and product and outlined their ambition – to change the perception of rum and become the number one brand in the category.
What they lacked was a brand foundation and visual expression beyond the label to fulfil their ambition. From pirates to tattoos, the world of rum is full of cliches, so The Duppy Share needed to tell a different story. We helped them to articulate the brand’s mission — to lead the rum revolution, changing the way people perceive, experience and drink rum. We developed the brand strategy to strengthen their position in the market. In creating a new visual and verbal language beyond the bottle, we art-directed a series of brand images and a short film to elevate the brand personality in the eyes of their target audience and strategic partners.