The Brief:
In 1985 there were 125,000 Leatherback turtles. Today, there are just 25,000. Still, on the remote island of Dominica, poachers patrol the sea to capture and sell them as a delicacy.
The Solution:
What if we created a first-of-its kind distillery to protect endangered species and empower the local community?
Working with the lead scientist and founder, Jake Levenson, we created Rosalie Bay Distilling: a sustainable, not-for-profit distillery designed to productise the protection of sea creatures and their habitats. From building the brand to packaging the product, this world-first rum is now the foundation of a circular economy that funds ocean conservation while creating long-term employment opportunities for vulnerable coastal communities.
With Rosalie Bay Distilling the overarching brand, we needed a name for the first product in it's range.
With 'Katalu' meaning turtle from the island indigenous dialect, this was chosen as the name for the first Rum of its kind.
Role:
As lead designer on the project, working closely with senior creatives, I was responsible for creating and rolling out all of the assets for the campaign.
While as a team we put our heart and soul into this project, this concept was unfortunately not chosen for final rollout. Nevertheless I am immensely proud of the work produced for this incredibly important campaign.