The brief was to create a brand that recognised the origin of Goldstone Rum without being too literal. As a more high-end product clichéd imagery usually associated with rum was to be avoided.

The brand development focused around representation of Goldstone Rum in both physical and digital forms. The goal was to make the brand stand out in hospitality environments, be a talking point in a home setting and to have an impact on social media.

For the bottle labels, different colours where introduced for additional rum varieties. This demonstrated the flexibility of the brand and how it could adapt to new products introduced in the future.