To help the brand stand out we wanted to do something that challenged expectations in the rum category. We decided to take Philip’s love of sailing as a key inspiration, capturing his personality and passions but also communicating the brand’s Devon coastal provenance and a premium, aspirational lifestyle.

We included lots of nautical nods, such as bold stripes and a logotype inspired by wake lines, as well as subtle secret messages in the brand pattern to tell more of Philip’s story and engage consumers. Even the brand name Hattiers was derived from Philip’s daughters’ names. The shift in the label represents breaking the mould – something this rum brand is certainly doing with its focus on people and planet.