This label was another redesign at ACE Distributing, done for a Spiced Rum in 2019. The original design was too old and playful-looking, so my managers wanted a sleeker design, but one that still remained thematic to the rum’s name, Treasure Island.

The original design depicted an overhead view of an island in a piece of parchment, in the style of a pirate’s aged treasure map. While this wasn’t necessarily a bad idea, the execution was a bit lacking in my opinion, as if it felt like a themed invitation to a kid’s birthday party. For the redesign, I instantly thought of a pirate’s treasure chest filled with jewels and gold doubloons, fused with a tropical island in the ocean, creating a literal treasure island. I originally tried putting water underneath the island, but eventually removed it because I wanted to keep the color scheme more consistent.

In order to retain some of the map theme, I used a similar tan color scheme to invoke an antique paper feeling, while making the border indented as if the label had been passed around just like treasure maps were. To further the treasure aspect, I added a half halo of jewels around the space above the chest, as well as diamonds in the label’s corners. The font choice for the rum’s name “Treasure Island” is more refined than the original’s, yet still gives off an antique, almost calligraphic feel.

I was quite pleased with how this redesign turned out, and even my manager thought it was much better than the original. However, the new label was never put into production for unknown reasons.