SALTER




About

Kuleana Rum Works

The Art & Soul of Rum

 Visual identity, packaging and bottle design for Kuleana Rum Works, located on Hawai‘i Island. The work includes a redesign of the logo, font package, and updated/refined sailing canoe icon. Delivered in a comprehensive brand guidelines book that includes brand colors, type lockups, primary and secondary logos and logo lockups, updated icon, tagline, type system, photography direction, and brand values. 

The color system is rooted in a palette derived from the cane harvested to make rum. The brand voice is meant to walk the line between serious and playful, simultaneously referencing the brand heritage while leading the next evolution in rum making.


Client
Kuleana Rum Works

Category
Creative Direction, Art Direction, Branding, Brand Strategy, Packaging, Print, Photography, Brand Book, Brand Guidelines, Food&Beverage

Year
2022-23

Captions
(1-3) Campaign research imagery & tagline; (4) Brand icon, logo and typemark; (5) Brand guidelines book; (6) Brand typography; (7-8) Brand voice and type lockups; (9) Bottle packaging labels; (10) Rum variety lineup; (11) Bottle and label design; (12) Rum barrels; (13) Lifestyle photo; (14) Bottles and labels; (15-17) HuiHui bottle and label; (18) Bottle label detail; (19) Bottle and label; (20) Bottle label detail; (21) Rum variety lineup; (22) Brand imagery with typemark.

Credits
(Creative Direction, Art Direction, Design) Michael J. Salter; [with] (Creative Direction) Matt Lindauer & Chhun Tang; (Branding) Alexa Edgerton KULEANA RUM WORKS
IndexNext →


All Works ©2026 Michael J. Salter