Summary
Appleton is a company with a renowned heritage and reputation of being producers of world-class rums. The Appleton Estate, a sugar plantation of 11,000 acres in the south West of Jamaica has been the home of fine rums in the world since 1749. Today it produces a range of superior rums that are exported throughout the world.

Challenge
Our task was to update the design and create a range of rums that goes from the famous Appleton Estate V/X, a blend of rums of varying types and ages.The iconic bottle shape was kept but the Appleton Estate banner and illustration were tweaked and a few artifacts were removed. We were also given the mandate to upgrade the scroll logo with its varying naming characters such as V/X,21YR,EXTRA and Master Blenders Legacy.

Approach
We established a brand manual that govern the use of the "APPLETON ESTATE" scroll logo. The colours used in the scroll logo across the range was kept the same. Each rum in the range was given a specific colour icon reflective of the shape of the bottle and with the establisment of a rum ladder to go along with. The export boxed also carried the colour codes in the range.

Results
A unified super-premium rum range.