Proof Drinks needed our help to create a new rum brand. They wanted to push back against industry clichés. Just tell people the facts. That their rum is made with pure, straightforward ingredients. THE REAL WAY.
CUT RUM rejects everything that’s unnecessary. Bold. Proud. NO-NONSENSE CONFIDENCE.
No superfluous flourishes or complicated storytelling – censoring the usual marketing waffle. The luxury of a direct attitude and a premium crafted product, reaching out with a simple bar call. CUT TO THE SMOKE.
Brand creation
Brand strategy
Brand identity
Naming
Packaging
Structural design
Motion
Digital
Barware & merch
Key visuals
Finalist, The Drum Awards 2019
Gold, Fab Awards 2019
Winner, D&AD Award 2019
Bronze, Pentawards 2019
74,000 BOTTLES SOLD IN 1ST YR OF LAUNCH
700 LISTINGS IN THE ON-TRADE
400 RETAIL STOCKISTS
NATIONAL DISTRIBUTION IN MAJOR MULTIPLES
NAMED GQ'S “BEST RUMS IN THE WORLD”
“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 Butterfly Cannon’s work on Cut Rum– it just worked! Their design oozes the confidence and attitude that we wanted”
James McDermott
Co-Founder PROOF DRINKS
