Capturing the spirit of RedLeg and bringing the brand out of its shell
Barlow & Co. refreshed the RedLeg brand logo and packaging of their flagship Spiced Rum to better communicate RedLeg’s Caribbean roots, celebrate the iconic crab icon, and improve stand out on shelf.
The challenge
After ten years of use, the RedLeg brand was feeling tired, not effectively communicating brand essence and with off-pack brand assets feel dated and difficult to use.
And with many spirit bottles sold in wire security cages, the dark RedLeg label was struggling to stand out on retailer shelves.
What we did
— Logomark refresh
— Label and packaging design
— Artwork and production
— Visual guidelines
“RedLeg is the best-tasting authentically-Caribbean Spiced Rum and embodies the IRIE ‘everything will be alright’ attitude.”
RedLeg Brand Positioning
Celebrating an icon
Named after red leg hermit crab, moving from one found shell to the next, this Caribbean native embodies the spirit of laid-back island life.
We updated the crab icon to be more recognisable, emphasising the crab’s red legs and adding gold to the shell for a premium finish.
A standout contribution
We made the bold suggestion to change the RedLeg label from a dark brown to a brighter warm cream, and use bright red for the RedLeg brand colour, improve shelf standout.
Barlow & Co. redrew the RedLeg wordmark, taking inspiration from Caribbean hand-lettered signage, softening the curves for a smooth, laid-back feel.
Delicious details
The RedLeg crab was finished in warm gold foil, with a gloss high-build varnish to add texture to the surface ridges of the shell, and create a gloss paint effect on the RedLeg wordmark.
The updated brand launched with RedLeg Spiced Rum, and with updated flavour variants to follow.
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