Packaging and label design for Macoucherie Rum

Design proposal of the brand identity and labeling, to bring a coherent and upscale positioning of the Macoucherie Rum brand.

Create a brand architecture to articulate & clarify the product’s unique selling proposition as a range, and positioning in relation to the competition.


The rum distillery was established in the late nineteenth century by a French family, and are made using pure sugar cane grown on the fertile volcanic soil of the Macoucherie Estate, located in Dominica.

The illustration represents -in an allegorical way- the island of Dominica featuring the only operational water-wheel powered sugar cane grinder in the world.”The Macoucherie Distillery sits in the Macoucherie valley on the west coast of the Dominica. The Island was a former British Colony, noted for its lush vegetation, and in tourism quarters is known as the “Nature Isle of the Caribbean”.