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JimmyRum Distillery

INDUSTRY

FMCG

[ALCOHOLIC BEVERAGE]

Services

VISUAL IDENTITY


PACKAGING

Credits

CHRIS McCONVILLE  [photography]


Kai Higham [animation/3d]

Victoria's first dedicated craft rum distillery, based on the Mornington Peninsula. Committed to becoming Australia's premium rum and redefining what a craft cane spirit can be.

JimmyRum approached us with a brand name, a primary logo, and a launch date. Four product SKU’s almost ready for market, no packaging in place, and no marketing material to speak of.

The challenge wasn't just to design a label. It was to build a complete visual world around a premium spirit, in a category Australia hadn't yet taken seriously. The brand needed to look the part standalone, across the initial launch products from day one, and have the flexibility to grow into visually defined product tiers, collaborations and limited-edition releases in the future.

SILVER

RUM RUM

NAVY

OAKED

Design assets take cues from the sea. A fluid wordmark, line-work patterns that emulate the waves, and a primary colour palette drawn from the deep.

The 1,500 litre hybrid copper still ‘Matilda’, lends its warmth to the colour system, a contrast to the brands primary cool ocean blues.

We built the entire JimmyRum visual system from the ground up. Packaging was designed across all four launch products, with a clear visual hierarchy that gave each expression its own identity while keeping the range unified.

Brand guidelines, social templates, and print collateral followed, all built from the same design DNA. The system was structured from the outset with scalability in mind, defining visual territories for core product tiers and a framework flexible enough to accommodate limited-edition releases without ever compromising the coherence of the range.

Photography was used throughout their social media with intent, shifting between light and dark depending on the season, giving the brand a living presence across the year.

Product packaging, a complete visual system, and a brand positioned to compete with the best spirits in the world. Built for launch—Designed to scale.

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Feel you’ve outgrown the brand that got you here? We help you close the gap between how good you are and how well you present.

Project Based (Clearly defined outcomes)

Rebrand

First impressions are made before anyone reads a word. Make sure yours is making the right one.

Your current brand got you to where you are. It might not get you where you’re going. A rebrand with The Duck’s Guts starts with strategy: understanding your audience, clarifying your positioning, and identifying where the gaps are.

From there we build a complete identity, including logo, colour, typography, and the visual language that runs through everything. The delivery covers every touchpoint your customers encounter, physical and digital. You end with a brand that works as hard as your business does.

Retainer (evolving, time based support)

Design Support

Consistent, on-brand creative output.
Without building an in-house team.

Not every business needs a full rebrand. Some need a reliable creative partner who understands the brand and can execute to it consistently, without being briefed from scratch every time.

The Design Support retainer gives you access to The Duck’s Guts on an ongoing basis. Campaigns, collateral, digital assets, whatever the business needs. Strategy and direction are handled at studio level. Execution is fast, considered, and on-brand.

Book a call. No pitch, no commitment

Brand Review

Not sure where your brand stands?
Find out in 20 minutes, for free.

A Brand Review is a focused, honest look at where your brand is and where it's holding you back. We assess what you have, how it's landing, and what the gap is between your current brand and the one your business actually needs.

No slide decks. No jargon. Just a clear picture of what's working, what isn't, and what we'd do about it. You’ll leave knowing more than you arrived. The next step is yours.

We acknowledge the Wurunderjeri people of the Kulin nation as the traditional custodians of the land and pay our respects to their elders of past, present and future generations.

© 2026 The Duck’s Guts. Made by humans.

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