Mull It Over Cocktail Range

Mull It Over set out to challenge two things: rum’s reputation as outdated, and the sea of sameness in the RTD category. We wanted to create packaging that felt fun, collectible, and instantly relatable. Something that a new generation would proudly be seen drinking.



Our visual inspiration came from an unlikely source: fruit stickers. Their bold typography, vibrant blocks of colour and instantly iconic look showed us how design could feel both universal and memorable. But more importantly, they let us hero flavour in a fresh way. Each of our drinks is based around a single fruit that hasn’t traditionally been paired with rum, from yuzu in BEÑO, to peach in RIZZL’, and most importantly, apple in RAPPL’. As our flagship and world’s first rum & apple in a can, RAPPL’ needed to make the apple central. By referencing apple stickers directly in the branding, we built a system that celebrates each flavour as proudly as fruit itself is celebrated in markets and kitchens.



Key objectives in the design process were:



Breaking Stigma: Move away from traditional rum tropes (pirates, palm trees, heavy heritage cues) and build a design language rooted in energy, humour, and modern culture.



Standing Out in RTD: Most ready-to-drink cans lean on safe minimalism or cocktail shorthand. We chose to be louder, more character-driven, and instantly ownable, whilst staying sleek.



Relatability & Collectibility: The designs act as cultural tokens, connecting with audiences who value individuality, music, and creative expression.



From concept sketching to 3D visualisation and final production, every decision reinforced the idea of making rum great again. Fun, memorable, and impossible to miss.