Branding, illustration, packaging design, POS.
Cane Toad Rum Co is an audacious rum brand with distinctive storytelling at its core. The brief was clear: build a brand identity that could stand out in the premium spirits category - with attitude, character and strong shelf impact, while resonating with lovers of bold flavour and craft distilling.
We rooted the identity in the toad itself. A creature both unexpected and memorable. The logomark, illustration style and typographic treatment all reflect that character: bold posture, strong presence and a touch of the untamed. We chose a vibrant palette and layered textures to evoke rich distilling character and raw energy, giving the brand a playful edge while retaining craft credentials.
Each variant tells a story. Whether “The Tale of the Ruby Eyes”, “The Khanage Wars” or “Super Massive Black Spiced”, the names, artwork and packaging work as a coherent narrative system. Illustration is used generously: characterful toads, stylised elements and dramatic detail carry the stories, while packaging structure and finish bring a premium feel. In-store POS extends the world, drawing attention and creating memorable shelf moments.
The brand now occupies a powerful place in the premium rum category: unexpected, bold and visually unforgettable. It projects confident craft, delivers distinct personality and invites consumers into a brand story that’s as flavoruful as the product i