Dumas Rum: Branding Case Study
A BRANDING PROBLEM
This case study is one that the drinkers AND marketing aficionados can both appreciate! It’s nice to have an incredible product that people love after one try, but what can you do to ensure that the product’s branding matches the product’s quality to promote ongoing sales and brand longevity?
Named after author, Alexandre Dumas, the Dumas rum brand came to Cap Soc with this very problem. Owner, Bryan Proctor, knew he had an excellent product —a smooth rum, aged 14 years in American oak barrels; and he knew that every time he did a tasting, he would sell multiple cases of the product. However, this also meant that every sale was dependent upon his presence; and he wasn’t satisfied that the look and feel of the Dumas brand matched the energy behind why he started the company and how he wants customers to associate with the brand.
THE DUMAS RUM MAKEOVER
Dumas rum definitely started from humble beginnings. Compare the initial branding and website below to the new branding and website developed by Cap Soc and tell us that we didn’t do our thing!
BEFORE
The previous website was dumasrhum.com. The layout was dated, the logo wasn’t ‘sexy’ enough, and the ‘rhum’ in the url was confusing to those unaware of the word.
BEFORE
Original branding lacked sophistication, modernity, and didn’t correlate with the way the owner wanted to make consumers feel.
AFTER
The new website, drinkdumas.com, uses an action-forward url, is people focused, and utilizes compelling imagery and copy to not only give information, but create an identifiable brand vibe.
AFTER
Product branding was updated to reflect a smoother, sexier style, focusing on the brand’s name.
After months of consulting, design work, and social media implementation; we are excited for Dumas’ latest wins, including funding from the state of Maryland and the acquisition of a new distributor to boost sales from a couple cases at a time to a couple palettes of product at a time. Here’s how we did it.
PHASE I - CONSULTING
What story does the Dumas brand tell? How does the brand name connect with the way it wants consumers to feel? Through consulting, Cap Soc:
Click on image to see updated brand guidelines + audience personas
Updated the logo and brand look and feel, including color palette & typography
Redesigned product branding
Wrote a brand manifesto
Developed Dumas audience personas
Designed product one sheets
Designed decks for fund pitching
PHASE I - CONTENT PRODUCTION
Upon development of new brand guidelines, it was now imperative that Cap Soc produce content that Dumas could use to reflect this new branding. The team brainstormed a modern take on 19th century aesthetics and partnered with Kiara Imani for a sponsored event and photoshoot. These images show off new product design and people of color in the attire of Alexandre Dumas’ era living their best lives and enjoying Dumas.
PHASE II - INSTAGRAM STRATEGY & IMPLEMENTATION
With a newly established brand look and feel, Dumas rum was ready to maximize its Instagram presence with more strategy and intention for creating community around the brand’s manifesto and product. Cap Soc developed a content framework for Dumas to carry out, that included content development around: drink recipes, highlighting individuals in the community, the Dumas lifestyle, and user generated content. Follow @drinkdumasrum on Instagram to see what the brand is up to.
BRAG DIFFERENT
Every brand deserves to be well-represented. If it feels like your brand isn’t quite matching the level of quality, inclusiveness, or design that you’d like to see; reach out to Cap Soc to get started with consulting and complete the CapMap to learn what’s working, what’s not working, and to review our expert recommendations for improving your online presence.