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Mad City

Foxhole Spirits is an ambitious and innovative company dedicated to reimagining surplus produce. Building on the tremendous success of their first two brands, Foxhole Gin and HYKE Gin, the company decided to push the boundaries even further with the launch of their new rum brand – MAD CITY.

Our objective was to capture and celebrate the unique blend of materials, influences, experiences, and motivations that shaped the rum blend. We aimed to complement the Art Deco elements present in the rest of the brand’s portfolio. To achieve this, we identified Bristol-based street artist Sled-One, known for his surreal and natural style, as the perfect collaborator to translate our vision into a visual form. The logo we created embodies the wild and eclectic backstory of the brand itself.

The logo for MAD CITY Botanical Rum elegantly showcases stylized text, crowned by a charming squirrel silhouette.

Our self-brief focused on creating a label and brand that embody the exhilarating energy, rich colours, and dynamic sounds of a vibrant MAD CITY, overflowing with excitement, diversity, and endless intrigue. We began by exploring a variety of artists, styles, and directions before ultimately selecting the talented street artist Sled-One as our collaborator. The final design encapsulates the complexity, artistry, soul, and allure of not just Bristol, but also of other “Mad Cities” around the world.

Four glass bottles with unique, colorful labels embody the spirit of MAD CITY. Each label features a different abstract design with vibrant colors and eclectic patterns, ranging from cartoonish illustrations to graffiti-style art, capturing the urban essence of creativity and chaos.

A bottle of Mad City Botanical Rum boasts a colorful label adorned with abstract shapes and patterns. The copper-colored cap complements the UK Spirits Award sticker prominently displayed. With an alcohol content of 40% vol, this 70 cl bottle from MAD CITY captures both elegance and excellence.

Label details:

The Eye
Centred on an unspecified point in the distance, the eye gazes with hope and positivity, embodying the vibrant energy of the city.

The Fence
A tribute to Sled-One’s roots as an urban artist, the fence symbolises the foxes and other creatures that navigate, subvert, and carve out their own paths through our urban landscapes.

The Colours
A warm, vibrant palette complemented by copper foil draws inspiration from the iconic painted houses of Cliftonwood, Bristol. The lively design invites you to gaze upon it repeatedly, revealing new and intriguing details with every glance.

 

A collage of three urban scenes in the Mad City: colorful houses on a hillside with a church tower; vibrant graffiti on a brick wall featuring a skull design; a narrow alley adorned with colorful graffiti and a blue overhanging structure.

 

The final result is distinctive and eye-catching, infused with genuine passion and a unique story that lies behind this award-winning design.

Three bottles of Mad City Botanical Rum boast artistic labels with vibrant, abstract designs. The front proudly displays MAD CITY Botanical Rum, while the side and back feature intricate artwork and detailed product information.

 

Close-up of a bronze bottle cap featuring the iconic MAD CITY fox design, top view of a bottle displaying the fox logo, and a bronze fox-shaped pin resting on denim fabric.

 

Colorful abstract art print with geometric shapes and an eye, complemented by a MAD CITY Botanical Rum bottle partially wrapped in fabric. Twinkling lights and eucalyptus leaves create a captivating background ambiance.

 

A bottle of Mad City botanical rum sits beside a cocktail glass holding a golden elixir, garnished with an orange twist. Nearby, a citrus juicer, sliced fruit, and a cocktail shaker bask in sunlight alongside the prestigious Harper’s Design Awards plaque.

 

On the left, a bottle of MAD CITY Botanical Rum with vibrant label designs stands beside a cocktail glass filled with ice, a slice of lime, and a refreshing drink. On the right, a tall, patterned box labeled Foxhole Spirits completes the enticing scene.

 

A clear glass bottle of MAD CITY Botanical Rum stands out with its decorative, colorful label featuring abstract plant motifs. Set against a blurred, neutral background, slices of fruit and ice linger in the distance.

If you have a new brand in need of development, we are the branding experts to guide you from initial naming and creation all the way to a successful product launch. Let us help you bring your vision to life!

    "We place strong emphasis on presentation as we believe that it contributes to the overall experience and enjoyment of our products. With MAD CITY we knew we had an exceptional and unique spirit and we wanted a design to match our reimagination of the rum category. This isn’t a flavoured rum, or a spiced rum. It’s MAD CITY Botanical Rum. Together with Sled-One, Warren Creative have created not just a label but a complete brand representation that we are both incredibly proud of, to appeal to younger rum drinkers and consumers looking beyond gin."
    James Oag-CooperCo-founder and MD of Foxhole Spirits

    BUILDING BRANDS,
    SHAPING REPUTATIONS

    #Brandcraft
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