• Transform magazine
  • September 27, 2021


Appartement 103 gives Savanna Rums full visual revamp

Press 3OK

Paris-based drinks design specialist, Appartement 103, designed a new visual identity for Réunion Island-based rum distillary, Savanna Rums. The rebrand aims to provide the brand with a contemporary look and feel, enhancing the beauty of La Réunion Island.


To perpetuate the story of its origins and its passion to create exceptional rums for more than 150 years, the Savanna distillery takes its inspiration from the wildness of La Réunion Island. Faithful to the island's motto, ‘Florebo Quocumque Ferar,’ ‘I will flower wherever I am worn,’ Savanna seeks to promote the aromatic expression of its range of rums while respecting the manufacturing know-how from the 18th century to the present day.

However, as La Reunion Island is not always spontaneously identified as a source of rum origin, Savanna has been suffering. Appartement 103 saw an opportunity to elevate the brand’s perception and challenge Savanna to free itself from the island cliches and negative perceptions. The new visual identity aimed at giving Reunion’s rums a seal of nobility and demonstrate that rare rums of good quality exist there.

Appartement 103 based its design on the idea that Savanna offers a different perspective on its terroir and its island and therefore, the tasting experience is different. The rum’s uniqueness reflects the island’s untamed and wild spirit.

Appartement 103 has revamped the historical fleur de lys brand icon into a symbol composed by an orchid flower and the Piton de la Fournaise, one of the world most active volcanoes. It also redrew the Savanna word mark; a new, embossed brushed ’S’ symbol appears on the front label, with the aim of injecting craftsmanship and a touch of creativity into the visual identity.

Each variant adopts natural colour tones, with ‘Le Must’ using blue to symbolise the shores of the Indian ocen, while ‘5 YO’ uses green to represent the wild forest of the island.

Le Must and Le 5YO are the emblems of the know-how of the Savanna Distillery and the start of Appartement 103’s work. The full brand portfolio, composed of the "Bartender range" and a rare casks range, will be released in the near future, with the aim of strengthening the global image of Savanna.

The distillery also invested in premium materials, papers, and printing finishing for enhanced desirability.