Devil's Reef Rum – Brand Identity

Role: Creative Director

Developed the complete brand identity for Devil's Reef, an emerging rum brand, including logo design, packaging, website, and retail presentation materials.

Challenge
Establishing a distinctive brand presence in the competitive spirits market while working within startup budget constraints and managing multiple creative deliverables independently.

Approach
Created a cohesive visual identity system that emphasized the brand's adventurous, island-inspired positioning. Leveraged AI tools (ChatGPT for copywriting and brand storytelling, Midjourney for photography) to efficiently produce website content and maintain brand consistency across touchpoints while maximizing budget.

Outcome
Delivered a complete brand launch package spanning logo, bottle/packaging design, website, and retail materials. The integrated system established Devil's Reef's market presence with a distinctive identity that differentiates it within the rum category.