Just Design’s Illustration-Driven Approach Revitalized New Grove Rum’s Branding

A Bold Celebration of Mauritian Craft & Culture The Design Challenge New Grove, one of Mauritius’ fastest-growing rum brands, needed a strategic portfolio refresh to reinforce its premium positioning. As a brand deeply rooted in Mauritian heritage, the redesign had to modernize the brand while making it bold, inspiring, and exciting. The challenge was to both modernize and unify the portfolio while maintaining distinctiveness between the Core and Liqueur ranges. Our Inspiration The design inspiration for this project came from the vibrant contrasts and rich identity of Mauritius, drawing on the island’s natural beauty, unique landmarks, and cultural heritage. Our goal was to transport consumers to the island, showcasing its lush mountains, pristine beaches, and unique flora and fauna. We a