crossfire hurricane rum

Package Design
Custom Bottle

A unique Caribbean rum from the world’s greatest rock-n-roll band. We tried to capture the energy and menace of the Stones’ most notorious tune, incorporating some tropical grit and jungle danger. Crossfire Hurricane is a beautiful blended rum sourced from small distillers in Barbados, Jamaica and the Dominican Republic. We used band imagery sparingly, creating an island scene which includes references that Stones fans will surely get — twin serpents locked in a face-off, a skull with lightning eyes, and an African drum under a palm tree.  A touch of danger and bit of calm at the center of a hurricane. 

Just like the song, there are disparate elements clashing — two different logotypes, elements slightly askew, type going in different directions. Serif mixed with sans, the Stones Lick logo and various diecuts and shapes. It’s all slightly out-of-tune. The overall effect is off-kilter but creates an overall memorable experience, like drinking rum on a tropical island. Close enough for rock-n-roll.

“I love the f*ckin’ bottle.” — Keith Richards