Case Study: Custom Christmas Sweaters for Illegal Tender Rum Co.
Client: Illegal Tender Rum Co.
Project: Custom Christmas Sweaters
Quantity:250+ units
Overview:
Illegal Tender Rum Co., an award‑winning craft distillery based in Western Australia wanted to infuse some festive spirit with custom Christmas sweaters into their brand experience during the holiday season. Known for their bold flavors and deep ties to Australian heritage, they partnered with Roody to design a line of custom Christmas sweaters that would connect with customers, staff, and brand loyalists during their busiest season of the year.
Review
Sustainability
About Illegal Tender Rum Co.
llegal Tender Rum Co. is an award-winning, family-owned distillery located in Dongara, Western Australia, approximately 3.5 hours north of Perth along Australia's Coral Coast. Established in 2015 by Master Distiller Codie Palmer, the distillery is renowned for producing premium small-batch spirits using 100% Australian ingredients.
The distillery has garnered international acclaim, winning multiple awards, including the prestigious 2024 WA Spirit of the Year for its Distiller's Cut .
Visitors to Illegal Tender Rum Co. can enjoy distillery tours, tastings, and a firsthand look at the meticulous process behind their handcrafted spirits. The distillery's commitment to quality and authenticity makes it a must-visit destination for spirit enthusiasts and those interested in Australia's distilling heritage.
The Project
Objectives
Illegal Tender Rum Co wanted limited edition custom Christmas sweaters to add to their holiday collection and online store.: A unique, branded sweater customers would want to wear and share. Celebrate Australian Heritage: Subtle nods to their Rum Rebellion-inspired origin story. Strengthen Brand Loyalty: Gift the sweaters to VIP customers, tasting room visitors, and include in online holiday bundles. Drive Social Engagement: Encourage user-generated content during December through a branded hashtag and contest.
The Making of the Sweater
Roody worked closely with Illegal Tender’s team to bring the brand's identity into festive form.
Key design elements:
Color Scheme: Deep rum barrel brown, golden amber, and black. Imagery: Stylized stills, oak barrels, and the Illegal Tender Rum logo Material: Cozy premium acrylic blend with reinforced collars, cuffs and hem.
The Result
The sweaters were a great success! They sold out and the reaction and engagement led to increased social media posts and interaction.
Execution & Delivery Limited Run: 250 sweaters produced. Distribution: Included in premium holiday gift packs, sold in their online store, and gifted to staff and influencers.
Ideas for Packaging:Package each sweater in a custom holiday box with a tasting note card and discount voucher for the Distiller’s Cut.
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