As true institution in Newfoundland, the SCREECH rum is rooted on its deep origins and traditions. In order to expend globally, NLLC chose LINEA to revamp its packaging. The current one brings a new life to the product, while keeping strong Newfoundland roots. The brand delivers a quirky message and underlines the SCREECH rum drinking experience in an entertaining way. The whole work carried out on the brand identity pays tribute to the first island sailor’s initiation rituals.