One of Barbados’ oldest trading houses, R.L. Seale is a family-owned business whose rum-making heritage has passed down from father to son since 1820. The company’s Foursquare Distillery occupies the site of a former sugar factory that dates back to 1636 and, as one of the most modern and efficient rum distilleries in the world, is designed to be both highly energy efficient and environmentally friendly. R. L. Seale’s Barbados Rum is as well known for it’s famous ‘wonky’ bottle as it is for the world-revered contents, with the iconic bottle shape having been inspired by the organic forms of the leather skins that sailors and pirates of yesteryear used to carry their rum.
Signet took a proactive approach to this project and having spotted an opportunity with R. L. Seale, we approached them to offer our services. Their distinctive bottle already featured a coin at the centre of the label, but this was made of metallised plastic and due to the curvature of the glass and the thin adhesive used, the coin was rocking on the glass which we felt was detracting from the premium feel. We went to Seale’s and proposed a genuine diecast metal solution as well as suggesting ways that we could improve the fit of the coin for a snug, professional-looking adherence.
Since the bottles already featured a metallised plastic Old Brigand coin, Signet was able to use this as the blueprint for a diecast metal version aimed at more accurately reflecting the history and luxury that characterises the R. L. Seale brand. We faced the added challenge that, due to bottling variations, the location area on some of the bottles was flat, while on others it was curved. After producing a die cast sample coin, we overcame this issue with a clever choice of adhesive, investing in a thicker, high bond foam. This enabled us to achieve a secure, snug bond that eliminated the problem of the ‘rocking’ coins while offering enough flexibility for the flat coin to sit securely on both the flat and curved location spaces.
Both the client and Signet were delighted with the outcome on this project. The new, die cast and brass plated coin was also antiqued to create a really authentic and fitting adornment for these wonderful bottles, which evoke centuries of the Caribbean’s seafaring and rum-distilling history. With superior construction and fit, the new coin really fulfils its intended purpose – to communicate the prestige and heritage of this historic, deluxe brand, enhancing the overall experience for the end user.
Never under-estimate the impact of finish elements like a seal. It’s not always about print or labelling!
