Pearlfisher Redesigns and Celebrates Takamaka Rum’s Seychelles Provenance Through Storytelling

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Long associated with the tropics and questionable vacation shirts worn by our fathers, Rum is a liquor made from the fermentation and distillation of sugarcane molasses or sugarcane juice. From there, the liquid gets aged in oak barrels that give it a range of flavors, from caramel and vanilla to smokey and earthy.

Often, rums get produced in the Caribbean as well as North and South American countries. Takamaka Rum, however, comes from Seychelles, an archipelago of 115 islands off the coast of East Africa in the Indian Ocean.

Founded by brothers Richard and Bernard D'Offay, Takamaka Rum was based on a mission to create a rum that captures the flavors of the brothers' island home in the Indian Ocean. As Takamaka expands its reach and mission, they entrusted the help of branding agency Pearlfisher to redesign the rum brand to help capture a wider global audience.

"Rum is such a diverse category, and one full of contradictions – visually, it perpetuates a certain style in terms of caricatures, such as pirates and sea kraken. We recognized an opportunity for Takamaka to reach new audiences by going beyond what the rum category has expressed before. Essentially, creating a defendable and discoverable brand positioning that elevates the character of Takamaka as a genuinely warm, dynamic, and sustainably crafted rum brand with Creole character," said Kristoffer Fink Parup, Pearlfisher head of strategy.

Taking inspiration from the national flag of Seychelles and infusing it with the brand's optimistic and welcoming values, the new design features the vibrant, bold, and dynamic creole character of the island and its people. The tropical colors and intricate illustrations help these characteristics come to life in an approachable, relatable, and refreshing manner.

"At Takamaka, we're passionate about bringing the true essence of the Seychelles to life with our Rum," said Richard D'Offay, co-founder of Takamaka, in a press release. "Pearlfisher has now brought us to the forefront of the rum category with a brand rooted in the unspoiled beauty, color, flavor, culture, and environment of our islands. A symbolic design that stands strong on the shelf and across our portfolio to open up our world for the rest of the world to discover and enjoy."