Fresh identity for Cruzan Rum

Dragon Brands has created a fresh ‘premium’ identity for Cruzan Rum. The consultancy, tasked with building on the superior brand positioning of ‘simply better rum’, has used a heritage-focused design with a Caribbean-inspired colour palette and handcrafted crest, taking its cue from the St Croix distillery’s coat of arms. The new Cruzan Rum Aged Light and Aged Dark will be available internationally this week, while the Single Barrel variant will launch early next year.

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