19 Crimes Rum
Taking 19 Crimes into spirits for the first time.
With a devoted following in the US and rapid growth across EMEA, 19 Crimes has become one of the world’s most successful storytelling wine brands. Its proposition breaks category convention: instead of vineyard vistas or classic cues, it celebrates the real men and women exiled from Britain to Australia in the 1800s for committing one of the nineteen crimes punishable by transportation. This irreverent narrative, brought to life through its bold label designs and pioneering use of AR technology, has created a powerful, culturally resonant brand world - one that continually evolves to recruit new fans.
After more than a decade shaping the brand’s visual language, we were commissioned to take 19 Crimes beyond wine for the first time with the creation of 19 Crimes Rum. The challenge: to retain the brand’s distinctive equities while ensuring the new product felt authentic within the spirits category.
Our solution balanced disruption with credibility. By combining 19 Crimes’ recognisable assets - its characters, typography and dark, gritty aesthetic - with established rum cues and structures, we created a pack that confidently stretches the brand into new territory. It stands apart on shelf, yet still feels unmistakably part of the 19 Crimes universe.
A bold new chapter for a brand that continues to defy expectations.
Denomination has played a pivotal role in continuing the success of 19 Crimes pack design, and as such were the right team to develop this latest expression. The team understand the importance of brand integrity and ensuring premium quality but always bring an innovative and exciting energy to every project.”
Ben Blake, Head of Marketing EMEA, Treasury Wine Estates
