Premium Rum Brand Design
New Dawn Traders | UK

Fair trade by sail: premium rum with sustainability at the heart

The Challenge

New Dawn Traders imports fine produce across the Atlantic, sailing cargo vessels to connect small overseas producers with consumers in the UK – with minimal impact on the environment. They came to us to design a label that tells the amazing tale of their 18 year old rum that was transported by tall ship from the Caribbean to our very own Falmouth.

New Dawn Traders Premium Rum Label Design
New Dawn Traders Premium Rum Branding

The Process

We wanted to create something special that communicates the rum’s fair trade provenance and unique journey, whilst at the same time exuding ‘high-end spirit’. For the main label we developed a highly detailed pen and ink illustration that harks back to the Victorian age of shipping rum, spices and chocolate from far flung lands – a time that reflects New Dawn’s simplistic supply chain and transportation by wind alone.


Depicting the phases of the moon, flying fish and the beautiful tall ship adds an air of maritime magic and evening occasion, while traditional lettering and gold flourishes showcase the provenance and sustainability messaging. We also hand-painted bespoke labels for a special edition series of ceramic flagons, all unique and handmade in Cornwall.

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New Dawn Traders Premium Rum Branding

The Results

New Dawn Traders shipped a limited batch of their bottles to the UK and have since become a collector’s rum. Their packaging was showcased in the V&A museum in London too! They’ve since continued to grow their network of ships and producers, building on their new model of trade that puts people and the planet first.

New Dawn Traders Premium Rum Label Design
Premium Rum Label illustration Kingdom & Sparrow
Painting of flying fish Kingdom & Sparrow
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