New Kilo Kai Rum Brand Launches With Design by Turner Duckworth

The Kilo Kai bottle's matte finish adds to the premium feel, and bottlenecks wrapped in grip tape provide a gritty, tactile sensation and touch memory for busy bartenders.

05/10/07 International design firm Turner Duckworth has created the logo and packaging design for Kilo Kai, a new spiced rum brand from Apostrophe Brands. Kilo Kai launches this month in Illinois, Wisconsin and Nevada and in other states in 2008.

"Apostrophe asked us to 'shake up the status quo,' and Kilo Kai injects a much-needed jolt of energy, attitude and fun into the rum category," says David Turner, Head of Design at Turner Duckworth San Francisco. The design challenge, says Turner, "was to create a highly distinctive brand with a fresh, intriguing and irreverent personality that complements Kilo Kai's premium quality and authenticity."

"We already had a great product with a memorable name, but Turner Duckworth gave us a great brand that captures the essence of Kilo Kai's 'take no prisoners' approach," says Brad Trayser, President of Apostrophe Brands. "We're excited for consumers to discover that there's a ballsy new rum out there that tastes better."

Anchoring the design is the iconic Kilo Kai logo. In a category rife with visual cliches of palm trees, sunsets and cartoon pirates, Turner Duckworth reinterpreted one of the biggest cliches of all, the skull-and-crossbones symbol, by incorporating two K's to form the skull's teeth and bones.

"There's a danger in creating a design around familiar symbols," says Turner, "but they can convey some instant and useful messages. And by executing the design with wit and style, you get the benefit of the built-in messaging along with a unique, ownable look that feels fresh and exciting."

The Kilo Kai bottle's matte finish adds to the premium feel, and bottlenecks wrapped in grip tape provide a gritty, tactile sensation and touch memory for busy bartenders.

"We relish working with entrepreneurial brands like Kilo Kai that disrupt and redefine categories," says Turner. "Apostrophe Brands truly values design and they gave us a fantastic opportunity to make a bold statement.