Spiced rum branding for Crusty Juggler by Kingdom & Sparrow

Black Spiced Rum Branding

Crusty Juggler | UK

 A new legend to behold: adventurous black spiced rum from the Cornish coast

The Challenge

As the great great grandchildren of one of Cornwall’s first liquor sellers, Elizabeth Johns, Tom and Sam Hansen have passion for artisan spirits running through their veins. The brothers operate a bar and restaurant and two bottle shops, including the original Johns’ family business in St Ives established in 1894, but they’ve always had a dream to produce their own spirit too. In 2020, after spotting a gap in the market for a stand-out, mid-premium Cornish spiced rum, they set about realising their vision. They came to us with a keen idea for a pirate character-led brand identity – and it was our job to bring the Crusty Juggler to life! 

Spiced rum branding for Crusty Juggler by Kingdom & Sparrow
Spiced rum branding for Crusty Juggler by Kingdom & Sparrow

The Process

To help Crusty Juggler stand apart from competitors and appeal to discerning tourists and local spiced rum drinkers alike, we wanted to keep the brand identity quirky but not too ‘novelty’ in its pirate theme. With this in mind we created a brand with a personality that captures the adventurous, independent spirit of the Cornish and the sea.

Spiced rum branding for Crusty Juggler by Kingdom & Sparrow
Spiced rum branding for Crusty Juggler by Kingdom & Sparrow

We chose a gritty, monochromatic style with expressive lettering, detailed hand-drawn illustration and nautical messaging (including a bespoke poem) to tell the tale of the Crusty Juggler. The character himself has tattoos filled with discoverable details about the Johns’ family history and references to Hot Fuzz (if you know you know!), creating an intriguing world for consumers to delve into. A black wax seal tops off the bottle and adds to the seafaring tone. 

Rum branding pirate illustration by Kingdom & Sparrow
Spiced rum drinkers
Spiced rum branding for Crusty Juggler by Kingdom & Sparrow pirate illustration
Spiced rum branding for Crusty Juggler by Kingdom & Sparrow
Crusty Juggler emblem design by Kingdom & Sparrow

We chose a gritty, monochromatic style with expressive lettering, detailed hand-drawn illustration and nautical messaging (including a bespoke poem) to tell the tale of the Crusty Juggler.

 

The character himself has tattoos filled with discoverable details about the Johns’ family history and references to Hot Fuzz (if you know you know!), creating an intriguing world for consumers to delve into. A black wax seal tops off the bottle and adds to the seafaring tone. 

The Results

Crusty Juggler launched in summer 2021 and have already surpassed their 1,000 Instagram followers mark! Watch this space for more news…

Spiced rum branding by Kingdom & Sparrow, cocktail shots
Crusty Juggler rum branding by Kingdom & Sparrow
Spiced rum branding by Kingdom & Sparrow, cocktail shots
Crusty Juggler rum branding by Kingdom & Sparrow
Sophie Cowles Strategy Director V3

If you’d like to discuss how we could help with your brand, get in touch with our Strategy Director Sophie.

[email protected]
+44 (0) 1326 744776