Take the world’s best rum, a sci-fi obsessed distiller and free rein to rebrand a range of premium spirits and Many Worlds is where you end up.
— Work
What we did:
Many Worlds Rum already existed before we came along. Not in another world, but under a different name. Previously known as New Norfolk, it took that moniker from the area and the name of the building housing the distillery. Small batch and boutique, it was already a global player, with multiple wins at the World Rum Awards. But a change was needed for a variety of reasons, not least the founder’s fascination with science fiction. Our brief was seemingly simple, yet utterly complex: rename the brand and shift its entire visual and verbal identity into a world of time travel, worm holes and multiple realities.
We began with a comprehensive naming process that covered every sub-genre of fiction’s most intricate narrative landscape. We landed on our own interpretation of physicist Hugh Everett’s ‘Many Worlds Interpretation’. His goes something like this: in quantum physics, the idea of multiple, simultaneous universes suggests that every time a quantum event with multiple possible outcomes occurs, the universe splits, creating a new, parallel universe for each outcome. This means that all possible histories and futures exist simultaneously, in a vast, constantly dividing multiverse.
Our brand idea is somewhat simpler, but equally fascinating. Many Worlds Rum is a drink with infinite possibility, every sip creating a new outcome, universe and reality. Another less fanciful yet equally poetic way to interpret the name is the influence from the many worlds that have gone into its craft. These worlds are cultures, nations, ideas and other influences coming together to create something utterly unique and infinitely enjoyable. It's about inclusivity, diversity and the blend of ideas and opinions to create the world’s best rum. A drink of many worlds, elevated and celebrated by ours.
If you’re still reading this, well done. All that remains is to explain that the multiverse concept influenced our logo and word mark design, provenance stamp, label artwork and copy, brand narrative and tone of voice. In this world, at least. Heaven knows what it looks like in millions of others.
Research and strategy
- qualitative and quantitative research and analysis
- targeting and positioning
- content planning and creation
Brand identity and design
- logo design
- visual identity system
- brand guidelines
- creative direction
Content strategy and copywriting
- naming
- brand narrative
- label copy
- messaging
