Rum packaging tends to follow a common theme of island influences, but Aluna Coconut Rum is unique as it embraces elegant design to stand out from competing brand identities within the rum market. Created by UK-based agency anagloue, this unique labeling was designed to drastically stand out from the incredibly popular Malibu rum. When considering designs, the agency was adamant that it would do something different and would have "no palm trees, no sunsets, no tropical islands, no dancing hula girls.”
While the coconut rum market is fairly small, Aluna Coconut Rum takes on a more artisanal route with its use of naturally toasted coconut and organic coconut water. This artisanal aspect was something anagloue wanted to showcase in the labeling. To accomplish this, the agency adopted various symbols, such as the lunar cycle and mandalas, both of which are meant to give a spiritual feel to the rum.