Captain Morgan has unveiled a fresh, new look and feel for its pack design across its entire portfolio.
The rebrand begins its global rollout from March onwards across both the on- and off-trades.
The rum brand’s new, premium look and feel builds on last year’s ‘Spice On’ campaign. The new design brings the flavour and the spice of the liquid to the fore – featuring a bold colour palette and the addition of a gold brush stroke. Packs also include a refreshed version of the brand’s Captain icon.
Samori Gambrah, Global Brand Director for Captain Morgan, said: “This new pack design heroes the delicious spice of our liquid and character as a brand. It will allow us the flexibility we need to show up in a dynamic way in our sponsorships, live events, collaborations, and packaging around the world.
“This launch comes at an exciting time of transformation for Captain Morgan, as we evolve how we communicate with our consumers.”
