Original Golden Glo Perkins & Sons rum label
For over eight decades, Perkins & Sons has been at the forefront of rum blending, creating distinctive spirits that cater to the modern connoisseur. I’ve played a key role as creative director, photographer, and graphic designer, crafting brand identities that fuse the deep heritage of Barbados with a contemporary design sensibility. From conceptualising visual narratives to leading photoshoots and designing product labels, my work ensures that every aspect of the brand reflects a perfect blend of tradition and modern appeal.
Crafting the Legacy: Perkins & Sons Logo
The Perkins & Sons logo was designed to encapsulate the brand’s rich history while appealing to a modern audience. Drawing inspiration from the company’s legacy in Barbados, I chose a typeface and design elements that blend tradition with a fresh, bold feel. This design aims to attract a new generation of rum enthusiasts, while still honoring the brand’s roots and its long-standing reputation.
Old Mill Rum: A Classic with Modern Appeal
The Old Mill Rum label is a reflection of Perkins & Sons’ ability to balance elegance with modernity. As we are introducing the brand, I created a design that combines a classic logo with contemporary font pairings, giving it a timeless yet fresh look ensuring it stands out on shelves and resonates with rum lovers across the globe.
75th Anniversary Edition: Blending Past and Present
To celebrate Perkins & Sons’ 75th anniversary, I collaborated with the team to design a special edition label for their 12-year-old rum. This commemorative bottle targets a more mature and experienced audience, and the sleek, black label exudes sophistication. The design reflects both the modern direction of Perkins & Sons and its storied past.
I also had the opportunity to art direct and photograph the product at the historic Lancaster Great House in Barbados. The venue’s heritage, combined with the iconic rum, provided the perfect setting to capture the essence of tradition and craftsmanship, which was then featured on the revamped website and social media platforms.
Expanding the Spirit Collection: Gin & Vodka Labels
Perkins & Sons ventured into new territory with their first-ever Barbados Sugar Cane Gin and Vodka. I was tasked with designing both labels, ensuring they stood out while remaining true to the brand’s identity.
For the gin, I worked closely with a local Bajan artist, Nicola Barnard Blades, to create original illustrations in a vector etching style, taking the Perkins & Sons aesthetic in a fresh direction while maintaining its classic roots. The process involved mood boards, sketches, and video calls, ensuring that the final result captured the essence of both the island and the brand’s values.
The vodka label needed to appeal to a younger, more modern audience. By utilising a minimalist sans serif font and a sleek black background, I ensured that the product stood out on shelves. The label highlights its unique sugar cane origin, linking it back to the Perkins & Sons family while maintaining a distinct identity within the vodka market.
Wine World Christmas 2024 Single Page advert
Sublime: A Return to Tradition in Barbados White Rum
Perkins & Sons SUBLIME takes rum enthusiasts back to the origins of Barbados’ rich rum-making history, drawing inspiration from the first 250 years of production when rum was exclusively distilled in pot stills.
As creative director and graphic designer, I led the development of the Sublime brand, from concept to final execution. The challenge was to reflect the purity and authenticity of traditional Barbadian rum distilling while appealing to modern rum connoisseurs.
The visual identity of Sublime captures this balance. The minimalist label design emphasizes the rum’s artisanal roots, featuring clean typography and subtle metallic accents to evoke craftsmanship and premium quality. Through the use of refined, classic elements, the label stands out as an homage to Barbados’ rich history, while maintaining a sleek, contemporary edge that resonates with today’s luxury spirit market.
Photography played a crucial role in showcasing the product’s essence. I directed and concepted the product imagery to convey the heritage and premium nature of Sublime. These visuals were used across digital platforms, creating a cohesive narrative that highlights both the legacy and purity of this exceptional white rum.
