Heaven Hill Brands wanted to boost engagement with Blackheart Premium Spiced Rum customers by adding a section to the recipe area of their website featuring digital recipe postcards — designed to be shared with friends.
The challenge was balancing the brand’s edgy, retro pinup pirate persona with an appeal to modern consumers, particularly women who identified with the rebellious spirit of “Blackheart” but might be alienated by outdated imagery.
I created a series of digital postcards that made Blackheart herself the protagonist while updating the tone to feel fresh and sophisticated. Each postcard was set against distressed pirate-map paper and paired with elevated cocktail photography, blending playful storytelling with a polished aesthetic.
The result was an interactive, shareable experience that deepened brand engagement and positioned Blackheart as both bold and refined.
