We started with the brand design, their logo and from there developed a series of traditional marketing icons like posters, coasters and outdoor advertising that centered around a modern, bold and refined yet “crude” concept. Hence the black and yellow. “As crude as it gets” was one of the many slogans we came up for the campaign but that one stuck out the most because it defined what made Sweet Crude different from the rest. In case you don’t know, this Louisiana rum is completely free of additives!