Morgans Spiced is a brand of rum owned by drinks manufacturer Diageo. As part of £7m re-brand it will see a change in name to ‘Captain Morgan’s Spiced’ bringing it in line with the Captain Morgan brand featuring the familiar pirate character. The new branding will begin to roll out this summer and is part of an overall campaign to ‘premiumise’ Diageo’s current product portfolio.
Following their recent re-brand reviewed on BP&O back in March, CooperVision has released images of how this new vision will translate across their product ranges. Taking the watercolour identity and vivid illustrations onto pack reinforces this new direction and suitably moves it away from the rigid corporate image of the past. The packaging is a significant improvement and should stand out well against the more clinical direction of its competitors.
Jack Daniels is a popular brand of whisky produced in Lynchburg, Tennessee and has been owned the by Brown-Forman Corporation since 1956. In a bid to broaden its portfolio and attract new consumers Jack Daniels engaged with brand and packaging specialists Cue Inc to design their new product Tennessee Honey, a whiskey and honey based spirit that is naturally sweet and easy to drink.