Cruzan Rum

Prior to joining Benubi, whilst at Dragon Rouge, senior Benubi Associates worked with Vin & Sprit on the Cruzan Rum brand. The objective was to make Cruzan the premium rum for consumers looking to enjoy good times with a high quality drink. The approach taken by the team was to tell the story of eight generations of dedication to distilling ‘simply better rum’, to ensure that everything about the Cruzan bottle oozes authenticity and to let the label reflect the brand’s heritage in a way that unequivocally says ‘timeless quality’, whilst connecting with consumers across international markets on and off-pack.

Services we provided

  • Authenticity woven throughout an updated identity that tells the authentic story of the Cruzan brand from marque to brand world
  • Packaging for the full range from the super premium rums to the lighter, flavoured rums for the more casual quality seeker – a confident collection of 16 variants
  • Distilled into clear guidelines that steer and inspire, covering tone of voice, colour, texture and imagery
  • Creating a range of concepts for the whole brand world from advertising to point of sale and environments

“When V&S decided to re-design the Cruzan Rum packaging line our choice fell on an agency in London, Dragon Rouge. The team was led by Saskia, founder of Benubi, and she did an excellent job.

The project was very complex with multiple variants in different price segments as well as categories and markets/cultures, and the challenge was great. Saskia manoeuvred the brand, the design development as well as a complex set of internal stake holders (me included) very well, and at the same time provided strong strategic leadership. Should I face a similar challenge again in the future I will turn to Saskia and her team of Associates at Benubi – many of whom worked on Cruzan whilst at Dragon Rouge.”

Peter Wijk, Brand Director Absolut, Vin & Sprit

“Your insight, passion and designs are simply terrific and I expect them to be tremendously successful in the US.”

Tim Murphy, SVP Marketing, Pernod Ricard