06 July 2015 08:58

Red Heart's Brave, Bold New Look

After undergoing a rigorous make-over, Red Heart Rum is back with a new bold look. Staying true to Red Heart Rum's intrinsic elements, authenticity and masculinity were the key components that came into play when the designers decided on this new packaging.

"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 it 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 to give the bottle a premium look, in line with the quality liquid without detracting too much from its heritage. And I think we have been successful. The sides of the bottle are embossed to give a firm grip and to create an appealing tactility, 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.

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 Rum Original, an aged rum from the Caribbean enjoyed by rum drinkers for more than 150 years, and Red Heart Spiced, a bold blend of Caribbean rum and premium spirit, infused with spices.


To buy Red Heart Original, click HERE.

To buy Red Heart Spiced, click HERE.

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