mount gay 1703 Master Select
Redefining the world’s oldest rum
1703 Master Select features a blend of column and pot still rums from Mount Gay Rum’s oldest reserves – ranging from 10 to 30 years – selected by Master Blender Allen Smith. Due to overwhelming demand and the scarcity of the most mature casks, the company releases just one batch annually.
Mount Gay Rum recognized in order to continue to meet consumer and category demands they had to evolve the positioning of their most premium offering in doing so update the product name and packaging. As the world’s oldest operating rum distillery we knew we had the privilege of leveraging this authentic heritage to tell a variety of rich and engaging brand stories. We wanted to use this rich history to create a deeper connection with the consumer by capitalizing on core Mount Gay Rum equities and emphasizing selected brand messages with premium cues.
Scope: Naming, Brand Messaging, Portfolio Architecture, Packaging
Role: Design Director, Dragon Rouge
Design Contributors: Katie Eaton, Rietje Becker, Jordan Tabije, Yoonseuk Oh
Photography: Brent Taylor
Not All Rum is Created Equal
To support the redesign of 1703 Master Select a self-guided microsite was launched aimed to convey Mount Gay Distilleries’ history, handcrafted rum, and refined production process. The microsite brings to life the rich history of the plantation, distillation, maturation, and blending processes that have come to embody Mount Gay’s mentality, “Its Ready, When its Ready”.
Scope: Copywriting, Web Design UX/UI, Animation
Role: Design Director, Dragon Rouge
Design Contributors: Claire Lieber
