The Old Lahaina Rum brand is based on our company (a small, local, family owned, Maui based distillery using locally grown sugar cane products) recreating the rums originally brought to Hawaii by sailors and whalers. British sailors and whalers discovered the Hawaiian Islands in the late 1700’s and made Hawaii a “port of call” thereafter in the 1800-1830 period. The mix of sailors, the rum, and the friendly local Hawaiian girls created a “party” that first started in our town, Lahaina (a famous beautiful town on the Hawaiian island of Maui). The naval rum was the last ingredient necessary to make Hawaii a seaman’s paradise for those visiting here. Nothing beats relaxing on a warm tropical island with a friendly girl and great rum libation. Our brand evokes the memory of that time, all things natively Hawaiian, Hawaii’s world famous “Aloha” spirit which welcomes all visitors, and the taste of a quality rum in paradise. That said, it is very important to our brand that any treatment of the Hawaiian people or the Hawaiian culture represented by our brand be done positively and with the utmost respect.
Currently, our brand is the most popular locally made rum in Hawaii. Most of our customers are visitors to Hawaii who try our rums at local bars, restaurants, and resorts – then buy a bottle of rum off a liquor store shelf to take home to remember their great vacation in Hawaii. Our rums are sold in about 300 locations in Hawaii and are typically featured in a tropical drink (very commonly a Mai Tai) to make that drink more Hawaiian. Old Lahaina Rum is purchased by people of all ages who visit – those from 21 to 55 years of age. Both males and females like and buy our brand. Our current trademarked tag line is “Hawaii’s Favorite Rum”.
We like our current painted label (see attached) because all the elements reflect the brand’s time period and our story. People really like our current packaging because they think it is upscale and “screams” Hawaii. We like our current “early 1800’s period banner” that says “Old Lahaina” and want to keep that element a core element in any new logo – if possible. That said, we are open to a complete re-work of the logo if something outstanding can be developed.
Why are we interested in a logo re-design or update? We have problems with our current logo (see second attachment showing a sailing ship as the center piece with a banner above and below). This logo has several problems in our opinion:
1. The ship is not a uniquely Hawaiian graphic. Rum is associated with British sailing but a sailing ship in general does not suggest Hawaii.
2. The ship is extremely difficult to work with when reduced in size for use on things like polo shirt logos, glassware, etc. because the complex rigging on the ship turns out to be just a jumble of lines. Whatever the new logo looks like, it (or a variant of it) should work at normal scale, as well as small scale, plus work in mono-chrome and/or color.
3. We want to come out with “Old Lahaina” branded merchandise which would include clothing, rum-based food products, soaps, etc. and need a logo that could be used on all these different products.
We are not opposed to a complete redesign of the logo but currently believe that if we can have the existing “Old Lahaina” banner as the core element of our logo, we can leverage that in multiple different expressions. Probably the closest liquor brand to ours is Appleton Rum from Jamaica who also has a banner graphic as the core of their logo. Other liquor brands that have successfully used their logos on both their liquor and associated products include Maker’s Mark and Jack Daniels.
Adjectives that describe our brand include: first and foremost “Hawaii”, “hand crafted or handmade”, “small batch”, “paradise”, “tropical”, “early 1800’s”, “authentic”, “premium”, “smooth and soft (like a tropical breeze)”, “exotic”, “fun”, …. For purposes of clarity, it is important to understand that we call our brand a “Product of Hawaii” rather than Hawaiian. To the community of native Hawaiians, the word “Hawaiian” means that the product is a traditional product of their culture and/or that this product is made by native Hawaiians. Neither is true in our case so we call our rum a “Product of Hawaii” in keeping with this tradition and as a show of respect to Hawaii’s native people.
The type face we have currently chosen is an 1800’s style type face - Letterpress Text Italics.
The color scheme we are using is “black and white” since there was no such thing as color printing at that time. When we do use color, we use the standard Hawaiian tropical color palette of deep blues (sky and ocean), greens (vegetation), white (clouds and waves), tans (sand) with accent colors of reds and yellows (these are the Hawaii Royal colors and also common flower colors here).
The music associated with our brand is relaxing, traditional Hawaiian slack string guitar music – go to our website at http://www.oldlahainarum to see our current package, learn more about our story, and listen to some of this kind of music.
Attached, please also find an image of a Hula Girl that we originally had painted as part of our own attempt to update our brand. The concept we were playing around with was to have the painting represent the face of the hula girl whose back you see on our label. If you need hi-resolution versions of any image referenced here, please let us know.