After years of establishing Henry Morgan, “The Captain”, a literal representation of the man/founder, Captain Morgan decided to update the label design for its main product variant, Original Spiced Rum. This new label introduced two controversial changes for Captain fans. One, it made “The Captain” mascot an icon; stepping away from depicting the Henry Morgan figure fans have grown to love since the brand’s conception. Two, it changed the formula of the liquid, introducing Real Madagascar Vanilla as a new ingredient.

To launch this new look, we partnered with photographer Chelsea Kyle, to execute a production that introduced Captain Morgan’s new bottle & elevated liquid to consumers in a way that captured the new premium direction for the brand.