Turning bad decisions into good stories. A brand reflection of what often happens after a few cheeky rums. 

I worked with Jake and Megs to create a creative strategy, brand and packaging for their new venture, Best Behaviour Rum. Starting with a full day workshop which helped us determine the positioning.

We created Best Behaviour Rum by starting with a feeling. We wanted the brand to reflect a sense of freedom, mischief, and confidence—ideas that shaped its tone of voice and defined our target audience. The winking, smiling icon became the face of the brand. It’s a simple reminder that being on your “best behaviour” doesn’t mean playing it safe.

The label was printed CMYK on Ever Opaque, with high-build and clear varnish to add subtle texture and depth.

Keep an aye out for these guys, it's a business who are focused on having a whole lot of fun.

Images: Ben Parry