Potenza Creative was asked to reimagine a new brand for Sweet Crude Rum, an award-winning small-batch white rum that is produced using sugar cane grown in their home base of Acadiana.


The name was derived from petroleum containing higher levels of sulfur that is actually called sour crude oil. Sweet crude oil contains smaller amounts of hydrogen sulfide and carbon dioxide. The name takes pride in the way they make their rum, additive free and mild flavored.

Our decision to go bold with the design was influenced by the idea of being able to single out the bottle among the many bottles it would probably be next to on a shelf at the grocery or at a bar. The product itself is simple, being that it is completely all natural without any additives or preservatives, so we went for simple but aiming for eye-catching and curiosity inducing.