As a market leader, Red Heart Rum has for years been associated with uncompromising, bold and distinctive taste. Now, after undergoing a rigorous make-over, this bottle is back with a new bold look and those fortunate enough to have had a sneak-peak into the new design, are proud of it.
Staying true to Red Heart Rum’s intrinsic elements, authenticity and masculinity were the key components that came to play when the creative brains at Red Heart Rum first decided on this new pack idea.
“Although some of the more traditional elements can still be spotted in the new design, the new look certainly has a more bold and “manly” edge to it”, says Brand Manager of Red Heart Rum, Sarah Mansfield.
“The broad shoulders of the bottle give a progressive chest out feel and echo the heart as if one were beating in the very "chest" of the bottle. The tapered sides end in a chunky base, solidly and proudly grounding it in its Caribbean heritage.” said Sarah.
Brand Union who developed the new design, say “the feedback on the new look has been overwhelming. Our challenge was giving the bottle a premium look in line with the quality liquid without taking away its heritage. And I think we have been successful. The sides of the bottle are embossed to give a firm grip to the bottle so that it feels good in the hand, and also to reflect the line work texture on the label design.” The bulged neck gives a nod to traditional rum bottles, as well as echoing the original Red Heart bottle.
Our challenge was giving the bottle a premium look in line with the quality liquid without taking away its heritage.
And what is a bottle of Red Heart Rum without its iconic blood red heart and look? Whilst these elements are still on the label, the sugar cane, now has a slight livelier, edge to it, making it stand out.
Sarah said: “After an inspired, bold new positioning of "Live with Heart", which is a call to men and women to live a life that is true to who they are, we needed to create packaging for Red Heart that echoed this. I think it looks more true to itself now.”
Red Heart Rum boasts two variants – Red Heart Spiced with its bold blend of Caribbean rum and premium spirit, infused with spices and Red Heart Rum Original – with a premium aged rum from the Caribbean, enjoyed by rum drinkers for more than 150 years.