Norfolk Rum
In May 2020, as the world was entering a pandemic and the aviation industry was thrown into turmoil, pilot Ben Crisp was not sure he’d ever fly again. With the encouragement of his family, he set off on an entirely different adventure, to create Norfolk Rum, infused with the spirit of his home county. Ben had already discovered that few rums are produced in England - the majority simply have their base rum imported from the Caribbean, with flavour added locally.
Norfolk Rum is entirely produced and distilled in England, from the finest botanicals and Norfolk spring water. 100% molasses ensures a well rounded, fuller taste and a smoothness that warms but never burns. It’s perfectly sippable for people new to the category but complex enough for the most discerning rum enthusiasts.
The first iteration of Norfolk Rum was very simple, but Ben wanted to push things much further once he was up and running. He approached Lateral to look at the brand from scratch, to build a strong strategic foundation and design packaging for 3 core flavour profiles - Dark Spiced, Honey & Vanilla Spice and Premium White.
We began with a thorough analysis of the rum category and traditional language associated with it - such as pirates, saints, conquerors, Caribbean sunsets. Our inspiration was found closer to home, from the wild beaches and epic skies of Norfolk. A tall vessel was selected, with the majority of the bottle showcasing a dramatic Norfolk sky. The rich tones of the spiced rums became the perfect backdrop to golden and copper clouds, dawn and dusk. For the white Rum, an iridescent foil evokes a misty Norfolk day, with a rainbow shimmering through the clouds.
The 360 degree clouds interact and create a sense of depth. We carried this idea to the website, with a bottle slowly rotating in the air, transitioning between the 3 flavours. There’s also a nod to Ben’s profession, with a plane in the distance, drifting across the horizon.
The bespoke cloud illustration, in the style of a traditional etching, was complex to create. It was even harder to print and pushed the boundaries of foil printing and fine detail. Berkshire Labels were excellent advisors throughout the process. The labels create a unique and distinguishing product that stand out anywhere, from the shelf of a cocktail bar, a shop or a farmers market.
