Fitzroy designed this gorgeous packaging for the world’s first sustainable rum label. What makes this packaging truly special is the fact that the gorgeous bottle caps are made from discarded Coca-Cola labels.
“Options feel limited for many of us when it comes to solving problems as big as the pollution of the ocean, which is a major side effect of our way of living and consuming. Agency Fitzroy wants to stay the course towards a cleaner world by rethinking one of the favourite ways of consuming: drinking. With their new promising product: Fitzroy Premium Navy Rum, giving people the opportunity to drink and clean the ocean at the same time. Giving the popular term ‘get wasted’ an entirely new meaning.”
“During January of 2017 the Dutch beaches of the North Sea Islands were being polluted with red Coca-Cola wrappers — Fitzroy decided to recycle and reuse them to create their own special blend. By melting and pressing waste from the North Sea, they produced beautiful bottle caps. Together with the new flasks which are made of recycled glass from the same watery expanse, Fitzroy created world’s first sustainable liquor packaging. The eye-catching marble look-a-like top is creates a unique and distinctive design which invites people to reuse this bottle for other purposes as well. This is also the main reason the bottle itself won’t be branded, but wrapped. Making it a perfect water carafe which is definitely a plus. Because as we all know after the waste and the wasted story, comes the chapter titled: the hangover. So reuse this bottle and save our planet from another headache.”
