Eat With Your Eyes brand logo with smiley face icon
Client / 
Sly Dog Rum

A Brave Spirit Unleashed

What we did
Packaging
Brand Positioning
Art Direction
Video / Production
Sly Dog is a start-up rum brand on a mission to disrupt. Their product is secretly crafted using a fiercely guarded recipe of unique spices. They came to us to explore ways that their concept could be brought to life, that was unconventional and evoked their uncompromising attitude.
Initially, we took a close look at the market to identify opportunities for the product to be distinctive and stand out on shelf. We then developed a range of concepts to present to the Sly Dog team, refining the chosen direction into a design that translated perfectly onto the bottle.
The final product went down nicely, and stood out really well in both retail and low-lit bar environments. Its matte finish absorbs light, while the bite of neon orange reflects the rum’s fiery character. Within months of its launch, Sly Dog was awarded Silver at the 2021 World Rum Awards.

Sly Dog is a start-up rum brand on a mission to disrupt. Their product is secretly crafted using a fiercely guarded recipe of unique spices. They came to us to explore ways that their concept could be brought to life, that was unconventional and evoked their uncompromising attitude.

Initially, we took a close look at the market to identify opportunities for the product to be distinctive and stand out on shelf. We then developed a range of concepts to present to the Sly Dog team, refining the chosen direction into a design that translated perfectly onto the bottle.

The final product went down nicely, and stood out really well in both retail and low-lit bar environments. Its matte finish absorbs light, while the bite of neon orange reflects the rum’s fiery character. Within months of its launch, Sly Dog was awarded Silver at the 2021 World Rum Awards.
Multiple matte black spray cans with white letteringSly Dog Spiced Caribbean rum bottle label close-up
“The team at EWYE are absolutely fantastic to work with!
We wanted the brand to really stand out on shelf and above all, be unique! Paul, Steve and the team worked to deliver some creative options, before refining our chosen direction. If anyone needs to bring a new brand to life, EWYE are the guys!””
Louis Goddard-Watts
Founder, Sly Dog Rum
Man with glasses speaking animatedly holding a pencil
“Working on Sly Dog’s packaging was about capturing attitude in a bottle, balancing bold visual impact with a refined finish that reflects the spirit of the rum. The result is a design that feels confident, distinctive and built to stand out in any environment.”
Steve Oakey
Founder / Creative Director
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Address

Eat With Your Eyes
2 Abbey Court,
Fraser Road, Priory Park,
Bedford MK44 3WH

Contact

+44 (0)1234 838932
[email protected]

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© 2026 Eat With Your Eyes. All rights reserved.
Registered in England & Wales: No. 1234567890

Industry Insights

Blank white image with no visible content
Every week we curate The Nibble a complimentary bite-sized food and drink newsletter for our clients and followers.
Industry Insights The Nibble
Blank white image with no visible content
Check out what’s trending, what
we love, in-depth insights and case studies in our food and drink brandzine and website.
Industry Insights Tasty 100

Address

Eat With Your Eyes
2 Abbey Court,
Fraser Road, Priory Park,
Bedford MK44 3WH

Contact

+44 (0)1234 838932
[email protected]

Follow us

Blank white image with no visible content
© 2026 Eat With Your Eyes. All rights reserved.
Registered in England & Wales: No. 1234567890
Member of the Bedfordshire Chamber of Commerce logoDBA Association Member logo in grey