SUPERCULTURE’s design for Mount Gay’s Single Estate Rum pays homage to the history of the world’s oldest rum distillery in Barbados. Breaking away from conventional luxury spirits, the minimalist approach emphasizes a connection between the customer and the spirit. The bottle features 70% recycled glass, while the embossed sans font on the glass itself, in contrast to the gold foil serif, adds a confident and understated tactile quality. The label adopts a minimalist philosophy with mysterious “coding,” appealing to a sophisticated audience that appreciates the release year, series number, and cask maturation types.
Mount Gay, Barbados, is the world’s oldest rum distillery. In 2015 Mount Gay purchased the original 17th century plantation adjacent to the distillery and took the decision to create the first Mount Gay single estate rum in 300 years, using only sugar cane from these historic fields. Unlike the usual molasses used in rum making, which is a by-product of sugar production, the Mount Gay Single Estate molasses used for this blend has been produced solely for rum distillation (so Grade A rather than Grade C). In 2021 SUPERCULTURE won the pitch to create the positioning and packaging design for this iconic, high-provenance rum.
