RULUN RUM

Rulun approached Creed Strategic Imaging to develop the brand identity for a new premium rum targeting discerning 25 to 35-year-old men. The strategy aimed to elevate the spirit through storytelling rooted in authenticity and craft.

• Developed a naming story anchored in "rula," a Spanish word for machete—symbolizing sugarcane harvest and tradition.

• Crafted a visual identity that blends rugged authenticity with elevated design cues.

• Explored iconography, typography, and packaging inspired by tools of the trade and artisanal production.

While the product never made it to market, the brand strategy and creative foundation positioned Rulun as a compelling concept with strong differentiation in the premium rum category.