Rum comes with some aesthetic strings attached. As the go-to booze for tropical tippling, the packaging often matches. You know the bottles when you see them: palm trees, pirates, vaguely maritime themes. Not the case with Cut rum, a new booze brand designed by the studio Butterfly Cannon.
The designers say they wanted to cut the bullshit with origin stories and brand myths. Instead, they wanted the packaging to be a straightforward representation of what’s in the bottle. Each of the three rum varieties leads with a bold sans serif typeface that reveals the bottle’s flavor. The designers printed on natural paper stock and added a metallic band around the neck because, at the end of the day, booze is still supposed to be fun.