This rum brand, Scrum, sought to combine the aspects of the sport rugby with the drink rum, which both share an origin in England. The concept breaks the mold of what one would consider fancy or refined as rugby is often seen as this brutal sport, but deep down has these attributes of honor and sportsmanship. As a result, the design shows the sport in a different light without losing too much of what ties this brand to the sport of rugby.
The typeface and color schemes together are meant to give the label a refined look, without being too over the top. With the inclusion of the square patterns that come from a piece of headgear called a scrum cap, the design strikes a balance between informal and formal.
Overall, blending the two different aspects together create a unique take that breaks the stereotypes of the sport. Refinement and honor, camaraderie and sportsmanship, not brutality.
