Our W*rk / Old Monk

With Old Monk Rum in the news lately for the quality of its rum (or lack thereof), I thought it was best we recreate the image of the great Old Monk. For those of you who know, OMR started right after independence, on the land of Edward Dyer, father of the man responsible for the Jallianwala Bagh Massacre. That Gandu's land was then taken over by Indians, who started brewing their own spirits.

That's the history behind the Monk, but it has turned into an icon. Old Monk Rum now sits as a cultural identity for most Indians. It's the go-to drink for college kids because it's cheap, and honestly, a lot of them grow up liking the taste of it. We wanted to make Old Monk Rum resonate more with the youth of today and remake the aesthetic. Keeping the same typography and the same style, we just gave it an update.

A good rebrand changes the bad parts of a brand. A great rebrand doesn't change the branding much but builds around it to give it a whole new look. Too often people try to make things what they are not, and Old Monk Rum doesn't need to become youthful. It just needs to become fresh (this is also true for their liquor).

How did you like the rebrand?

PS: This is just spec work.