ButterflyCannon cut to the chase with disruptive new rum brand : Cut Rum
Posted by: Butterfly Cannon | Date added: Wed 03 Oct 2018
ButterflyCannon create the brand positioning, identity and packaging design for an exciting new rum brand,
CUT RUM is a range of quality, authentic liquids using only natural ingredients; with a portfolio that includes amazingly delicious rums: a sensational Spiced, a far too smooth Overproof and a knockout Smoked.
It was clear from the start that the liquids were the centre of attention here. This wasn’t a brand that was going to eulogize about its provenance, its history, its master distiller’s vision or a quirky brand myth. The co-founders Paul and James, were straight-to-the-point, no-nonsense personalities and knew they had great products and simply wanted to ‘cut the c**p’ to focus on what was important. Their only brief was to be disruptive and do the things the others don’t so people would see it, try it and enjoy it.
This attitude informed everything we created from the bold and punchy pack design with its grounded custom bottle design, through the brand’s tone of voice that runs through all its communications (All Smoke, No Mirrors, #CutToTheChase #CutToTheRum) to the look and feel for both its digital and real-world experiences. Nothing fluffy, nothing unnecessary, no smoke and mirrors; this was just a simply cut story about 3 great and distinct products.
This attitude even informed the substrates and finishes we chose: raw and natural stock paper contrasted by solid metallic bands, that grab your attention at bar and in-store whilst signifying the editing of the unnecessary jargon you usually get on pack.
CUT RUM has already created a buzz across the on trade and independent retail, with national retail distribution planned from September.
Paul Ferguson & James McDermott, Co-founders of CUT RUM comment: "All rum brands are about the sea – pirates, rebellion, sea creatures, treasure, Caribbean clichés…we wanted to create something that stands out and was edgier and bolder than the competition and their daft stories. We were so excited when we first saw ButterflyCannon’s work on CUT RUM, their design oozes the confidence and attitude that we wanted”.
Jon Davies, Co-Founder of ButterflyCannon adds: “We love this work for CUT RUM; it’s great that Paul and James had the vision and confidence to allow us to create such a straight-talking, no-nonsense brand that doesn’t bang on about its provenance, craftsmanship or process in an overly romantic way. We are thrilled with the end result – big, bold and ballsy”.
Other articles by Butterfly Cannon:
Butterfly Cannon blend the past with the future to design the Hennessy VSOP Privilège 200th Anniversary Limited-Edition
Hennessy approached us to create a limited-edition design for their iconic V.S.O.P Privilège expression that would celebrate the blend’s 200th anniversary; the moment when, in 1818 the future King George IV of England received a specially commissioned "tierçon cask of excellent quality old pale" from James Hennessy. A moment that marked the birth of a new style of Cognac that would lead to the creation of the now universally recognized “Very Superior Old Pale" Cognac designation by Hennessy.
Date added: Thu 31 Jan 2019
Butterfly Cannon dive into a sea of luxury to create limited edition packaging & communications for the luxury organic spa brand VOYA
VOYA is a luxury organic spa brand based in Co. Sligo, Ireland, that combines the 300-year-old Irish tradition of seaweed bathing with a 5-star global spa experience. They came to us to create limited edition packaging for their range of skincare products that was in keeping with their organic, earthy and environmentally friendly ethos, whilst celebrating the festive season.
Date added: Fri 21 Dec 2018
ButterflyCannon Create Lively New Protein Brand For Walgreens Boots
ButterflyCannon have created the brand positioning, identity, naming and packaging design for Walgreens Boots Alliance’s new wellness range, a collection of three protein powders that are both disruptive whilst feeling approachable and deliciously healthy.
Date added: Fri 18 May 2018
ButterflyCannon create premium dairy brand Tom Parker Creamery
ButterflyCannon create brand positioning, identity & packaging design for Tom Parker Creamery, a range of premium dairy products made from free-range milk & 100% natural ingredients
Date added: Mon 22 Jan 2018
ButterflyCannon Design Oriflame’s new Expressive Cosmetics Range ‘The One Express Collection’
ButterflyCannon has designed a new range for Oriflame’s The ONE cosmetics brand. The One Express Collection captures the energetic and creative spirit of a more creative consumer group, attracting consumers who wish to be more expressive with their makeup.
Date added: Thu 24 Aug 2017
