naming, brand creation, packaging design, campaign design


A retelling of Appleton Estate’s past and built on the spirit’s original recipe, the 17-year-old Legend is an exquisite and historic blend that exemplifies Jamaican excellence.The super-premium rum design halos a newly branded Appleton Estate range and encourages the barman to extend his repertoire for an increasingly curious and experimental consumer. Past and present are united elegantly and eloquently as the pack captivates as a luxury limited edition.




Stretching from digital to physical, the full Legend launch campaign targets both bar tenders and rum collectors with a takeover of the brand’s owned media, a teaser campaign and an NFT launched on Blockbar.


Art directing and crafting the project from pack to party, Lewis Moberly curated the launch event in New York and collaborated with renowned Jamaican artist, Oneika Russell on the NFT artwork.

“This project is certainly a game changer for the Appleton brand and what will be a best-in-class LTO launch campaign for Campari spirits brands. The ongoing support and collaboration across both the packaging design and the launch campaign continues to solidify the importance of our agency partner Lewis Moberly in the building of the Appleton Estate brand.”

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