The long-standing tradition of Lautergold was to be reflected in their new product – the 1734 Rum. However, there is already an immense amount of competition in the rum market. The challenge was to develop a standout, unique design that combines tradition with modernity while emphasizing the premium quality of the product.

A blend of traditional typography and modern layout, combined with decorative elements, highlights the three different varieties of 1734 Rum and gives them an elegant and unique character. The phoenix, which Lautergold had used many years ago, has been reimagined in a new look to become the perfect key visual.