Captain Morgan

Captain Morgan

Captain Morgan is the third largest selling spirit brand in the USA. This project involved working with Diageo to recapture the spark, mischief and fun at the heart of the brand. This was a major programme to revitalise the brand icon and undertake a worldwide packaging design review. The refreshed Captain Morgan character reinforces the reputation of the brand as being the world's favourite party spirit, and the portfolio of international variations is harmonised with a new contemporary pack design. The work led to a range of design projects for the Captain Morgan family, including the new Morgan's Spiced in the UK and a new brand extension range called Tattoo.

 

Examples of work shown on this site were undertaken and/or directed by Michael Peters while Chief Executive/Creative Director of the Michael Peters Group Plc and Identica Limited