MILL FALLS
Sleek, eye-catching identity and advertising for a new craft rum brand.
![Mill Falls silver logo on black board Mill Falls silver logo on black board](https://mr-smith.design/wp-content/uploads/2021/03/Mill_Falls_Silver_logo_on_board_1920px.jpg)
The brief →
I was thrilled to be asked to conceptualise the brand look and feel for a new alcohol range consisting of a light and dark rum, plus to work on advertising and social media concepts.
The brief →
I was thrilled to be asked to conceptualise the brand look and feel for a new alcohol range consisting of a light and dark rum, plus to work on advertising and social media concepts.
![A bottle of Mill Falls light rum A bottle of Mill Falls light rum](https://mr-smith.design/wp-content/uploads/2021/05/Mill_Falls_Full_bottle_light_2-scaled.jpg)
![A bottle of Mill Falls dark rum A bottle of Mill Falls dark rum](https://mr-smith.design/wp-content/uploads/2021/05/Mill_Falls_Full_bottle_dark_2-scaled.jpg)
The solution →
When I began designing, I used the bottles as a starting point. My preferred choice from the get-go was to use dark and opaque matt bottles. They conjure up images of 17th Century tall ships, stormy harbours, straw-lined crates, lantern-lit pubs and dark thatched cottages in the English countryside.
I decided to stay away from adhesive labels, and to print directly onto the bottles instead: metallic silver for the light rum and gold for the dark. The effect against the black matt bottle is dramatic and striking, and eye-catching in a busy retail environment.
The solution →
When I began designing, I used the bottles as a starting point. My preferred choice from the get-go was to use dark and opaque matt bottles. They conjure up images of 17th Century tall ships, stormy harbours, straw-lined crates, lantern-lit pubs and dark thatched cottages in the English countryside.
I decided to stay away from adhesive labels, and to print directly onto the bottles instead: metallic silver for the light rum and gold for the dark. The effect against the black matt bottle is dramatic and striking, and eye-catching in a busy retail environment.
![Mill Falls advert 5, by MR.SMiTH Creative Studio Mill Falls advert 5, by MR.SMiTH Creative Studio](https://mr-smith.design/wp-content/uploads/2021/03/Mill_Falls_Advert_FreeSpirit_1080.jpg)
![Mill Falls bottle tags Mill Falls bottle tags](https://mr-smith.design/wp-content/uploads/2021/03/Mill_Falls_labels_25.jpg)
![Mill Falls dark rum bottle neck Mill Falls dark rum bottle neck](https://mr-smith.design/wp-content/uploads/2021/03/Mill_Falls_bottle_neck_dark_1080.jpg)
![Mill Falls gold logo on black board Mill Falls gold logo on black board](https://mr-smith.design/wp-content/uploads/2021/03/Mill_Falls_Gold_logo_on_board_1080px.jpg)
![Black Close-up of foiled Light Rum textpaper background Close-up of foiled Light Rum text](https://mr-smith.design/wp-content/uploads/2021/03/Mill_Falls_Silver_LightRum_on_black_1920px.jpg)
To contrast with the bottle, I wanted a more contemporary logo design, so I chose a dynamic, sans-serif font. I then designed a symbol which is both concurrently the letter M and a stylised representation of a waterfall.
By left-aligning the name, I managed to line up the four Ls and at the same time create an invisible diagonal line in the top right-hand corner of the name block which emulates the diagonal trajectory in the symbol.
![Mill Falls logo showing draughting lines Mill Falls logo showing draughting lines](https://mr-smith.design/wp-content/uploads/2021/03/Mill_Falls_Gold_logo_on_board_1920px_draughtlines_2.jpg)
Advertising needed to keep the same dark and sleek look. The first campaign was focused on receiving a free bottle of Mill Falls upon the purchase of three others: a full case of four at 25% off basically. I created very simple copy, playing around with the word ‘Falls’ and using the positioning of bottles to drive the messages home.
![Mill Falls advert 1, by MR.SMiTH Creative Studio Mill Falls advert 1, by MR.SMiTH Creative Studio](https://mr-smith.design/wp-content/uploads/2021/03/Mill_Falls_Advert_FreeFalls_1080.jpg)
![Mill Falls advert 2, by MR.SMiTH Creative Studio Mill Falls advert 2, by MR.SMiTH Creative Studio](https://mr-smith.design/wp-content/uploads/2021/03/Mill_Falls_Advert_TakeTheFalls_1080.jpg)
![Mill Falls advert 3, by MR.SMiTH Creative Studio Mill Falls advert 3, by MR.SMiTH Creative Studio](https://mr-smith.design/wp-content/uploads/2021/03/Mill_Falls_Advert_FallGuy_1080.jpg)
![Mill Falls social media carousel, by MR.SMiTH Creative Studio Mill Falls social media carousel, by MR.SMiTH Creative Studio](https://mr-smith.design/wp-content/uploads/2021/03/Mill_Falls_carousel_1.png)
![Case of Mill Falls dark rum Case of Mill Falls dark rum](https://mr-smith.design/wp-content/uploads/2021/03/Mill_Falls_case_darker_textured_2-scaled.jpg)
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