Description:

Honest wanted a rum that was a little different - something that challenged the stereotype of traditional rum and was slightly unconventional.

The challenge was to target a new audience outside of the existing rum drinkers; both male and female, early adopters, young professionals and creatives alike. Honest wanted to change the way people enjoy rum; to sip and savour and move away from the traditional rum and coke approach.

Alongside this was Honest's belief that good quality spirits shouldn't come at a cost to our earth so sustainability was at the forefront of every design decision made.

From the outset it was clear with a name like Honest that transparency was imperative. It needed a clean, understated aesthetic free of noise. The decision was made early on in the process to allow the name and ingredients to be the hero, allowing the outside to reflect the inside.