Brand Identity, Product Development, Package Design, Strategy

The clients dreamed of building a rum beverage company based on a historical pirate, called a “Mooncusser.” Other than the name and the color blue, they were open to what Marie came up with.

She began to research the fascinating 18th Century New England mooncussers, including the exact types of lanterns used by that particular shipwrecking rogue. In the process, the brand, its story and its products came to light.

Marie developed the brand identity for Mooncusser rum cocktails and collaborated with the clients on product development. Elements of her work included: the Mooncusser icon, its legendary story, “Light the Night” tagline, eye-popping packaging for a set of three cocktails, beverage product names, fonts, night-sky colors, can design, investor website, audience demographics, “Rebel” archetype study, market strategy, elevator speeches, business cards and PowerPoint sales tools.

View the Mooncusser website: mooncusserrum.com

Mooncusser Elevator Speech

Mooncusser is a beverage company that creates original-recipe, ready-to-drink rum cocktails. The brand is a rebel. A complete departure from the oversaturated vodka and tequila marketplace. We also named it after an historical rebel. Mooncussers were 18th century land pirates who lived as outcasts along New England coasts. Rather than go out on the seas to plunder, they did things differently. They waited until the darkest nights and used lanterns to lure ships to wreck on the rocky shores. When the sky was too bright, they’d raise their fists and cuss the moon. The Mooncusser brand reflects the rebellious, independent spirit of youth we feel as the sun goes down, the party begins, and the night’s mischief ensues.