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Mischievous Dancing Duppy Adorns Spiced Rum Label

Rum brand extension builds on original bottle label graphics, with a playful, shapeshifting creature from Caribbean folklore, putting the focus on the exuberant nature of drinking rum.

The Duppy Shared Spice
The Duppy Share Spiced label depicts a duppy dancing as it enjoys the rum.

U.K premium rum brand The Duppy Share has launched a new variant, The Duppy Share Spiced, in the U.K., with a package design that takes the artwork from the original brand design to a new level. In 2015, creative agency B&B Studio created The Duppy Share brand, which enabled the product to find market share as well as reshape the long established rum category. According to B&B, rum is a thriving sector: Rum sales in the U.K. hit the £1 billion mark in 2018, with the Wine and Spirit Trade Association (WSTA) citing consumers’ interest in craft rum as a cause for the rise.

The Duppy Share Spiced bottleThe Duppy Share Spiced is presented in a thinner bottle with a longer neck, making it easier for bartenders to work with behind a busy bar.The Duppy Share Spiced was developed with award-winning drinks consultant Robin Honhold and introduces pineapple, kola nut, and Caribbean spices, to create a spicier partner to The Duppy Share Aged. The result is a versatile craft rum for cocktails and to pair with mixers.

Packaging graphics for the new spiced variant build on B&B’s original identity for The Duppy Share Aged and, according to the agency, are an example of how effective design for a brand extension can retain and empower the story behind the original identity, while standing strong as a product in its own right.

Read about other successful brand extensions in these articles from Packaging World:

“Spice line extension builds on bold package design”

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