Rum Has a Taste of the Caribbean and Jersey Roots
The brand identity and packaging design for Tidal Rum, a new rum that just launched in the U.K., was created by brand design consultancy Lewis Moberly. A pale golden island rum infused with Pepper Dulse (a small seaweed found with the tidal zone of rocky shores around Britain and Europe) for a salty sweetness, Jersey-based Shorts Boy Distillery has produced a product made possible by the extreme tides of the Channel Isles that allow these short seaweed tendrils to flourish.
Lewis Moberly also created the Shorts Boy Distillery identity. Shorts Boy Distillery is the brainchild of entrepreneurs and Jersey foraging enthusiasts Ben Clyde-Smith and Harry Coulthard.
The Tidal bottle is defined by gently curved shoulders and a solid wooden stopper. The graphics have an enigmatic simplicity framed by the brand story. Wrapped in branded tissue which follows the contours of the coastal tides Tidal is presented in a contrasting cannister.
“Rum is poised to be enjoyed in a more contemporary and inspirational context. Our design captures the growing need to discover unchartered territory. It is distinguished by the moon which determines the Earth’s tides. Evocative text celebrates this natural phenomenon. The distillers from Shorts Boy Distillery, Ben and Harry, are inspirational in their passion and determination. A dynamic duo to work with," said Mary Lewis, design director at Lewis Moberly.