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CRUZAN RUM

 

The design landscape of global liquor branding is often boring and exploitive of women. The Cruzan brand team engaged us to Replace the “Pirates” and “Pin-ups” of the rum world with some joyful and lasting design quality. The sexist communication of liquor branding is as easy as it is unconvincing. Bravo to Cruzan for embracing the rich island visual landscape of St. Croix street culture. The Caribbean hand painted building of the St. Croix (the root word for “Cruzan”) was deeply studied and explored in “The Don’t Hurry” campaign.

 

Replace worked with ad-agency Fallon to design the campaign look and feel, create the hand-painted typography, code the custom font treatment, direct and author the illustration direction, and to oversee the design delivery from campaign pitch to campaign implementation. Replace also designed, edited, and directed the launch video. We took the time to make “The Don’t Hurry” an experience best savored over ice and good friends.

The Design Process

Phase 1

Replace explored several brand campaign directions before “The Don’t Hurry” emerged as the best representation for the lifestyles and relaxed experience of the St. Croix island that produce Cruzan Rum. We hand screen printed the pitch kits that were used to hammer home the authentic hand-painted feel of a St. Croix streetscape.

Phase 2

“The Don’t Hurry” campaign resonated clearly with both client and test consumers, Replace began the deep dive into the typography, illustration, photo direction, and video design. The campaign assets and design direction was then handed off to Fallon for global implementation.

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