Brief Explanation

This rebellious attitude allowed us to also break the rules of Bundaberg’s long standing packaging designs.

The Brief

Since 1888, Bundaberg Rum has been an Australian icon, famous for doing things their own way. They capsized the category by crafting a Caribbean spiced rum here in Australia. We captured Bundaberg's attitude and rule-breaking character of this spiced rum in the name MUTINY.

How the final design was conceived

We used the iconic Bundy ‘brick’ bottle shape to ensure the product stayed within the Bundy family and was instantly recognisable. We adopted the method of a printed shrink sleeve to encapsulate the bottle with the illustration, this allowed the illustration to flow endlessly around the entire bottle.

Indication of how successful the outcome was in the market

We took over the entire bottle and for the first time in Bundaberg’s 125 history, we didn’t show the liquid. The illustration that brings the Mutiny world to life runs over all 4 sides of the bottle and encourages people to discover Bundaberg’s take on what a true Australia spiced rum should be. We included all sorts of Australiana -- from surfers on crocodiles and underwater BBQs to rugby balls and surfing kangaroos. Consumer sentiment was very positive and sales figures jumped by 400% compared to their previous foray into spiced rum.