Owney's Rum is named after Owen "Owney" Madden, a famous New York City hustler. To echo this, we wanted imagery that embodied that urban environment, had a little bit of attitude, and that fast paced hustle lifestyle.
The images have a punchy lighting set up that created a dark and moody aesthetic that gave a little bit of attitude and highlighted the unique color of purple bottle. Action and movement were instrumental in adding a little bit of chaos NYC is known for into the photos.
