One of our longest standing clients, Sammy Hagar, called upon M+P to brand his Hawaiian Rum. Aloha! He described his feeling of Maui to us: "The Spirit of Aloha is everywhere in this soul-stirring paradise. I see and feel it not just in the surroundings, but in the no-worries, no-hurries, 'island time' vibe of the Island’s beautiful people." The tone was set, the brand began to take shape, and the packaging found its niche. The unique characteristics of this package design are made up of the sugar cane illustration that is screen printed onto the back of the bottle. The lengthy paper label wraps lazily around one-and-a-half times at an angle.  The look stands out on shelf, but it's quite technical to achieve in manufacturing. Hey, it won some packaging awards in the industry, so it was worth it, right?
Mahalo.

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Bottle photography by John Edwards
Sammy photography by Stephen Holding