PIGEON Unveils Brand Restage for Lamb’s Rum Portfolio

PIGEON proudly unveils the transformative brand restage of Lamb's® rum, marking a significant chapter in the brand's evolution. 

A new brand positioning and visual identity paved the way for PIGEON to seize the opportunity to bring Lamb’s® brand identity to life throughout its portfolio with a captivating packaging revamp, aligning seamlessly with the new brand direction to inspire its consumers at shelf. 

Olivier Chevillot, executive creative director at PIGEON Brands, emphasised the pivotal role of the newly introduced characters, "Leveraging the previously established Spiced Rum Serpent as the design direction, Pigeon created new characters to encourage flavour discovery through mysterious personalities, introducing the various rum flavours within the Lamb's® portfolio. This not only adds depth to the brand but invites consumers to embark on a journey of taste exploration. The inclusion of nautical characters, centralised around the Lamb's logo, serves as an immediate focal point for consumers, enhancing brand recognition."

Furthermore, Olivier added, "To add an element of intrigue and discovery, we crafted rich narratives for each product label, emphasised through intricate design details. We went beyond the ordinary, by creating a memorable experience for enthusiasts and novices alike, fostering a deeper connection with the brand." 

“Rooted in a rich, nautical history, Lamb’s purpose to fuel unforgettable tales encourages consumers to live more spontaneously and gain new experiences”, said Kevin de Graaf, sr. brand manager at Corby Spirit and Wine. “Bringing that purpose and our nautical history to life, we set out with Pigeon to create the most adventurous bottle designs on shelf with our bold and intriguing characters.” 

As Lamb's® Rum raises its sails with this dynamic restage, the brand invites consumers to explore not just the exquisite flavours within, but the tall legendary tales uniquely associated with each bottle.

The repositioned Lamb’s® lineup is now available at select retailers, bars, and restaurants nationwide. 

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