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Owney’s Rum is made with blood, sweat, tears and lots of heart by female distiller and New York City native Bridget Firtle. Inspired by the entrepreneurial spirit of Owen “Owney” Madden. Owney’s New York City Rum is a complex white rum full of character with premium qualty ingredients. When Bridget started Owney’s in 2012, it became the first rum distillery in New York City since Prohibition.

All Good has been working with Owney’s since its inception in 2012. Over the course of the past decade we have handled everything for the brand from packaging to photography campaigns, murals, social, mixology videos and more.

Below is a summary of our work on Owney’s over the years.

Project Scope:

Marketing Strategy
Visual Identity
Content Creation

Packaging Design

When Owney’s launched in 2012, the brand narrative revolved around Owen “Owney” Madden, a prolific New York City gangster of the 1920s. The bottle, a custom mold based on vintage rum bottles, is of the same era.  Owney’s packaging has been featured in The New York Times, Forbes, and New York Magazine and earned design awards from The San Francisco Spirits Competition and Applied Arts Magazine. It was also featured in Lürzer's Archive 200 Best Packaging Designs.

Since the first iteration of Owney’s Original (above), we’ve created a handful of new bottles and labels. Below you’ll find the purple-bottled Owney’s Caribbean Blend, as well as Owney’s Overproof, a limited edition featuring a gold foil wrap. 

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