Mountain Peak Espresso Rum

Derrick Lin


Creative Agency: Cyr Creative
Project Type: Produced, Commercial Work
Packaging Content: Rum
Location: USA

A rebrand of an espresso rum from Hilton Head Distillery. After defining the positioning for the brand, we researched early 20th century design and journalism styles to help us imbue our label with that era. A custom stitched burlap collar fits firmly over the neck to add an earthy tactile experience and emphasize the caribbean coffee origin.

This redesign enabled a 12.5% increase in markup at matching turnover rate, with margin increase of over $3 per bottle.