Despite its storied Jamaican history, the Appleton Estate rum brand had lost category relevance. Campari asked us to elevate Appleton Estate into its flagship rum line, elevating the brand to a premium level and reimagining its presence in the global marketplace.

Appleton Estate’s heritage, processes, and flavors are all uniquely and proudly Jamaican. We wanted to evoke the country’s energy and spirit, and celebrate the brand’s commitment to the highest quality.

Expressing the concept of “joyful excellence,” we redesigned and premiumized every aspect of the Appleton Estate packaging — from the bottles themselves, to the labels, materials, and production values. The bottle’s curves reflect the hills of Jamaica and the label contains hidden stories that nod to the lush flora of Jamaica, and vibrancy of the rum’s origins.