Morelo
Redefining premium brown spirits in South Africa
Diageo identified an opportunity for a new approach to brown spirits in South Africa. The opportunity would address a growing craft scene, be authentic and stand for empowerment in a way that is meaningful and progressive to a new generation of consumers.
Brand Creation
Strategy, Insights, Brand Identity, Packaging, Illustration
challenge
Disrupt and reframe brown spirits in South Africa, through a new to world brand that offers a more relevant, modern articulation of luxury and craft to recruit a new generation of progressive consumers.
Outcome
Morelo has been carefully crafted in partnership with a local entrepreneur to reinvent rum in an authentically South African way, breaking category boundaries and expectations. Morelo opens up a new and unexpected drinking experience which speaks directly to a generation of consumers who make their own rules and are proud to do things differently.
