Owned by Hotaling & Co., Denizen is a range of small-batch rums blended from islands across the Caribbean. Denizen had built a name for itself with bartenders based on the quality and versatility of its liquids, but the current identity and packaging were not distinctive enough to catch the attention of consumers behind the back bar or on shelf.

With ambitious growth targets and looking to capitalise on the momentum of craft, aged and imported rums with younger consumers, Denizen came to Butterfly Cannon for a brand identity and packaging revolution that would give it real stopping power, and better communicate its unique brand story.

Taking inspiration from Denizen’s rum blends being mashups of different rums and cultures across the Caribbean, our creative territory “Be A Caribbean Denizen”, refers to those free-spirited people who travel the world in search of new experiences. Giving an authentic, inviting and human insight into life as a Caribbean local, while avoiding category stereotypes. Repositioning Denizen as a premium rum, inspired by the real people and cultures of the Caribbean.

Our new Denizen brand identity reflects the adventurous spirit of the brand – centred around an ownable and adaptable compass icon that references the legacy of rum merchants who explored the Caribbean and can be customised with the coordinates of the islands contributing to the specific blend.