Auckland, New Zealand

Ten Four Rum was inspired by the special places to savour the fading warmth of the day with a superb drink in hand. A drink conceived as both a celebration of New Zealand’s natural beauty and a tribute to the great people we get to share it with.

Going back to basics, the lush native bush inspired illustration is hand drawn on scrapper board, printed on uncoated stock with copper foil. This use of fine line details and hits of colour helps Ten Four inject a fresh and unexpected look into the rum category, and clearly distinguishes it from any other New Zealand spirit. The turquoise colour scheme references classic Kiwi baches; reminiscent of life’s simple pleasures and the nostalgic places we love to escape to, while the copper foil foliage brings a dense richness and smooth finish much like the product itself.

In keeping with the warm and generous Kim Clifford ethos, the Ten Four name came from founder Nick’s friend & mentor Duncan, born on 10th April. Sparked by their memories of good times shared on the shores of Lake Rotoiti, our design direction naturally gravitated to the relaxed vibe of classic Kiwi holiday homes as a starting point.

Our goal was for the Ten Four brand identity to capture the spirit of simplicity in a richly detailed way; a feeling of warmth, both human and natural, evoking the joy and nostalgia of escaping to happy places with loved ones. A look that’s honest and welcoming but also showcases the craft and detail integral involved in creating the product.