Reinvention of branding for Old Nick with an innovative label and white rum bottle, where the packaging design integrates a strong brand identity through tropical French Antilles landscapes and sugarcane plantations, reflecting a brand positioning focused on quality and sustainability since 1893.
Reinvention of branding for Old Nick with an innovative label and white rum bottle, where the packaging design integrates a strong brand identity through tropical French Antilles landscapes and sugarcane plantations, reflecting a brand positioning focused on quality and sustainability since 1893.

rum‍

Old Nick

Rum from the French Antilles

Packaging Design 
Packaging Design 
Graphic design for the Old Nick amber rum label, uniting visual marketing and branding to celebrate the heritage of Martinique and Guadeloupe, with watercolor illustrations of tropical flora and a hummingbird in flight, emblematic of packaging design trends | Agence branding et design packaging luxe Atelier Le 5 Hotshop.

OLD NICK is France’s leading white rum brand in supermarkets. The brand pioneered the development of white rum consumption in France in the 1960s, with a strategy of introducing consumers to the drink through punches and ready-to-drink cocktails.

OLD NICK is a historic and popular brand with an expertise dating back to 1893. 

The quality of a blend of rums from the French Antilles, Martinique, Guadeloupe and Marie Galante, gives it a unique taste, reflecting the different types of sugar cane.

An emblem of tradition, OLD NICK rum has captured the essence of the <br>French Antilles since 1893. Taste a heritage of authentic flavours.
Reinvention of branding for Old Nick with an innovative label and bottle of white rum, where the packaging design integrates a strong brand identity through tropical Caribbean landscapes and sugar cane plantations, reflecting a brand positioning focused on quality and sustainability since 1893 | Agence branding et design packaging luxe Atelier Le 5 Hotshop.
Reinvention of branding for Old Nick with an innovative label and bottle of white rum, where the packaging design integrates a strong brand identity through tropical Caribbean landscapes and sugar cane plantations, reflecting a brand positioning focused on quality and sustainability since 1893 | Agence branding et design packaging luxe Atelier Le 5 Hotshop.

The graphic rework by Atelier le 5 was designed to rejuvenate the overall perception of this emblematic reference and strongly assert its the French Antilles origin. The graphic reworking of the brand identity and the choice of a watercolor treatment for the illustration are part of this approach. Given the brand's position in its market, it was important to maintain a strong visual link with the previous design.

Premium packaging by Old Nick for its amber rum, where sustainable packaging and ecological branding merge in a visual presentation that enhances the visual identity through the richness of Caribbean biodiversity, marked by the presence of a hummingbird and a variety of plants, echoing an authentic brand narrative | Agence branding et design packaging luxe Atelier Le 5 Hotshop.
Watercolor illustration of a hummingbird, the centerpiece of a creative visual communications strategy for Old Nick, capturing the essence of the French Antilles  flora and fauna against a sunset background, highlighting design innovation and brand development through creative packaging | Agence branding et design packaging luxe Atelier Le 5 Hotshop.

At the same time, the brand wanted to reposition its amber rum. 

Atelier Le 5 has created a rich and varied visual universe to express all the rich flavour and organoleptic qualities of this traditional rum.

Premium packaging by Old Nick for its amber rum, where sustainable packaging and ecological branding merge in a visual presentation that enhances the visual identity through the richness of Caribbean biodiversity, marked by the presence of a hummingbird and a variety of plants, echoing an authentic brand narrative | Agence branding et design packaging luxe Atelier Le 5 Hotshop.
Premium packaging by Old Nick for its amber rum, where sustainable packaging and ecological branding merge in a visual presentation that enhances the visual identity through the richness of Caribbean biodiversity, marked by the presence of a hummingbird and a variety of plants, echoing an authentic brand narrative | Agence branding et design packaging luxe Atelier Le 5 Hotshop.

Discover also