Teamed up with Diageo’s Innovation Team, transforming Captain Morgan. More than a launch piece, it evolved – a total rethink based on a new formulation and label design. ‘The Darker Side of Captain Morgan,’ a bold, gritty narrative, won over internal stakeholders and dark spirit lovers and alike, moving this project from North American to Global attention.

Ethos, visual identity, photography, brand assets (even recipes) all spotlighting Captain Morgan Black Spiced Rum’s unique charm. This reboot wasn’t just a change, it was a revolution in the rum world, setting a new standard for what a dark, spiced rum can be.