"Tanduay Distillers, founded in the Philippines in 1854, is the world’s oldest distiller of Rum. Globally the brand is the #1 selling Asian rum, and second largest selling rum brand in the world.
For Tanduay’s first introduction to the North American market The Shear Partnership developed a new brand identity that combines icons of its traditional design heritage with a new collection of visual cues that suggest its Asian origin."
"The Tanduay design effort includes a new combination of custom bottle shape and label graphics that presents the rum drinker with a dramatic alternative to the familiar rum imagery of coconuts, pirates, palm trees. In a category dominated by Caribbean themed competitors, the new design gives consumers a clear message of uniqueness."
Designed by: The Shear Partnership, Connecticut