McJaggery | Dow Goodfolk, brand strategy, identity, packaging and digital design agency
Dow Goodfolk
Dow Goodfolk
McJaggery image

Evolution is a tinkerer

Take one professional sailor, one tinkering obsession, one love affair with rum. Result: a new, nuanced rum to smash all the stereotypes. We wanted McJaggery to capture our client Rob’s exhaustive creative journey. The left-field thinking, the many many trials, turnarounds and hurdles that he navigated to make this award-winning spirit a reality. So first off there’s that unmissable logo. Designed to look tinkered-with, with letters that trial how wide they should be as it steps boldly down the bottle, even if in stops and starts. The there’s the product story scribbled on the bottle like a collection of Rob’s notes. This was a very clever, personal passion project. No place for old pirate clichés. Hell no.

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