19 Crimes operates as a storytelling wine brand with substantial followings in the US and EMEA markets. Rather than employing traditional vineyard imagery, the brand celebrates historical figures exiled from Britain to Australia in the 1800s for committing crimes punishable by transportation. This narrative approach, enhanced through bold label design and augmented reality technology, created strong cultural resonance. Denomination partnered with Treasury Collective to extend 19 Crimes beyond wine into spirits. The challenge involved maintaining brand distinctiveness while ensuring authenticity within the spirits category. The solution combined recognisable brand elements — characters, typography, and dark aesthetic — with established rum design structures and cues. Awards: Harpers Design Awards 2024, Gold, Dark Spirits.
Frequently Asked Questions
What did Denomination do for 19 Crimes Rum?
The brand successfully expanded into rum for the first time. The design merges the brand's distinctive storytelling and visual identity with established rum category conventions, achieving both differentiation and credibility on shelf.
What sector does this project fall under?
This project is in the spirits sector.
Where can I see more Denomination work?
Browse our full portfolio at denomination-pitch.pages.dev/a/work or contact us at our contact page .
