The Black Roger Rum packaging by Reynolds and Reyner looks vintage-inspired at first, but upon closer inspection, it reveals a youthful, new take. Each bottle has a heavily embossed glass structure that catches light like the contents of a treasure chest, paired with a red metallic cap shouting the brand name in clean type.

The labels feature an illustrated pirate-octopus hybrid that feels both mischievous and a little quirky, and the serif typography wraps around the bottle in gold foil, giving a nod to old-world craftsmanship while still feeling sharp enough for younger consumers.