10 Cane Rum Creative Direction

We designed the new 10 Cane bottle to have a taller, slimmer profile and a more commanding on-shelf presence. However, we retained the premium look of 10 Cane by utilizing the brand’s iconography in a bold, yet tasteful way. The new bottle design itself, along with changing production facilities to utilize an improved manufacturing process resulted in a significant cost savings for our client.

We then created two new VAPs (value added purchase) packages showcasing the new bottle along with a custom-branded muddler and a straw beach mat. Both incentives were selected and designed to deliver on the brand’s elegance and carry its mantra of high quality with an easy-going personality. The result were two very clean, very premium-looking packages that had superior shelf presence. We managed the entire production process as well.