Exclusive | A bold celebration of Mauritian craft & culture

April 15, 2025

In this interview, we dive into the creative vision of the Just Design team, who reveal the process behind New Grove’s new visual identity. Inspired by the island of Mauritius, this redesign tells a story of tradition, nature, and culture, while embodying the vibrant, premium spirit of the island.

Discover how every design detail, from lush mountains to sugarcane plantations, reflects the very essence of New Grove rum and its deep connection to its origins.

Tell us a bit about the brand – its heritage, its story, and its markets.

The design inspiration for this project came from the vibrant contrasts and rich identity of Mauritius, drawing on the island’s natural beauty, unique landmarks, and cultural heritage. Our goal was to transport consumers to the island, showcasing its lush mountains, pristine beaches, and unique flora and fauna.

We also wanted to highlight specific landmarks near sugarcane plantations to reflect the origins of each rum variant. These natural and cultural elements became the foundation of the design, mirroring the striking beauty and harmony that Mauritius offers.

The refreshed New Grove range radiates the spirit of Mauritius—vibrant, bold, evocative, and undeniably premium. The new design commands attention with its sun-soaked energy, rich layers of discovery and storytelling, and a seamless blend of tradition and modernity.

How does the design express the brand’s values? What inspired the design?

For the redesign, we incorporated the tropical vibrancy of Mauritius into every design detail. This was achieved through the introduction of a layered illustration style. Just Design collaborated closely with illustrator Megan Bird to research, sketch, and craft original, inviting illustrations for each variant.

We introduced a vibrant, sun-drenched colour palette inspired by the island’s golden sands, lush greenery, deep blues, and fiery sunsets. The new colour scheme adds warmth, richness, and tropical energy, making each variant feel like an invitation to explore a different part of the island.

To strengthen the brand’s identity, we elevated the Latanier Leaf icon and created a bold logo lock-up with the New Grove wordmark. We modernised the logotype, optimised the label shape and space for richer storytelling, and refreshed the closure, all while maintaining New Grove’s distinctive bottle silhouette.

What is innovative or unusual about your packaging?

As part of New Grove’s commitment to the island and its natural environment, we have chosen to use a ‘tree-free’ self-adhesive paper made from 100% renewable sugarcane fibre. We are proud to say that both the packaging label and the rum inside are crafted from sugarcane, reflecting our dedication to sustainability.

This portfolio not only stands out on shelves but also establishes a deep connection with consumers. By capturing the essence of Mauritius’s natural beauty the brand now evokes feelings of authenticity and premium quality aligning with Mauritius’s reputation as a paradise and world-class rum destination.

What technical challenges did you need to overcome to manufacture the packaging, if any?

New Grove, one of Mauritius’ fastest-growing rum brands, needed a strategic portfolio refresh to reinforce its premium positioning. As a brand deeply rooted in Mauritian heritage, the redesign had to modernise the brand while making it bold, inspiring, and exciting. The challenge was to both modernise and unify the portfolio while maintaining distinctiveness between the Core and Liqueur ranges.

Design Studio: Just Design