This competition brief aimed to redesign the packaging of Sailor Jerry, the world's second-largest spiced rum, initially crafted in honour of Norman 'Sailor Jerry' Collins, a renowned figure in old-school tattoo culture. The objective was to transform and grow the brand's visual identity. The visual should appeal to a 21-25-year-old audience, male, female and non-binary and spiced rum drinkers. 

Brief and brand assets are from Talenthouse. It was hailing from the Swiss-based online platform Talenthouse, known for its creative network, which is dedicated to creating open and accessible spaces for nurturing artistic talents.

The new bright visual identity features neon aesthetics that will attract the target audience. I have decided to keep the same old-fashioned tattoos as they are the source and icons representing Sailor Jerry. It now has more dynamic, fun, and bold designs tailored to rum drinkers. The neon slogan also plays a significant role in creating the after-work or party mood. Finally, I did not win the competition.