World III · Beverage alcohol
Castleblack Spirits
Premium Jamaican rum from St. Mary, carried by a story of heritage.
The world
Castleblack Spirits is a premium rum distilled in St. Mary, Jamaica.
Its first brand leaned on pirate lore that did not land at home. The world was rebuilt around Jamaican heritage and flavour, with the same depth of story and none of the baggage.
What we built
Seven layers,
6 of 7 built
- 1
Lore
Rebuilt from a pirate theme that did not land at home into a heritage brand, with a new crest, narrative and brand guidelines.
- 2
Law
Labels and ads checked against alcohol rules, plus pricing and the distributor offer.
- 3
Language
A marketing strategy, social ads, photo and video, cocktail content and the sales deck story.
- 4
Map
The full website, a landing page and sales presentation tools.
- 5
Ground
Not built.
- 6
Artifacts
A label system with bottles and packaging sourced worldwide, plus barcodes, point-of-sale, cases, sell sheets and business cards.
- 7
Machinery
Ordering and distributor systems.
What changed
Castleblack now pours in bars, restaurants and hotels, and distributors have carried it to more than five countries.
From the work
The rules of this world
- AGCOOntario's liquor advertising standards: no appeal to minors and no promotion of excess.
- CRTC alcohol codeNo emphasis on strength, and no link to social, sexual or business success.
- CFIALabelling rules for every can, bottle and case.
- LCBOListing, packaging and promotional requirements for the provincial channel.
Every world starts
with a Verdict.
Tell us what you’re building and we’ll show you what to fix first.