Halewood International is to launch a Spiced Rum under the Lamb’s brand, designed by Elmwood, marking the first development of the brand since it was first launched.

Lamb’s Spiced Rum, which launched 1 April will target the younger demographic of 25-35 year-old men and women, as opposed to the core consumer base of 45+ men for Lamb’s Navy Rum.

The contemporary gecko illustration looks to convey a sense of the exotic and tropical nature of the product, and contrasts with the more traditional executions of the brands in the market.

Simon Preece, brand consultant, explained: “The brand’s heritage and quality cues are retained in the use of the original bottle, but the introduction of a new die-cut label to show and use the natural golden glow of the rum gives a contemporary twist. The ping of vibrant tropical green and use of foil blocking on the gecko accentuate the modern proposition, whilst the bottom of the label retains the heritage of the master brand.”

Sue Beck, senior brand manager, commented: “We’re looking to build on recent changes to Navy Rum’s label with a campaign pushing the brand’s heritage and appeal to a younger, more dynamic consumer group. Elmwood has delivered against a very challenging brief to communicate the spirit of the Caribbean in an unclichéd way. The creation of the gecko symbol for the brand gives us a powerful property to leverage beyond the pack.”