My chosen alcohol brand is Captain Morgans.  I have chosen Captain Morgans because it has a specific branded style that I could explore and exploit in my own way.  The colours they use to the history behind the brand is interesting and combining these I can come up with some good ideas.  

Henry Morgan was born in Wales and became well known for raiding Spanish settlements in the Caribbean.  

A lot of visuals can come from this to help me come up with my App idea.

Above this is Captain Morgan along with the type logo.  From this image you can tell by the way he is standing that he was proud of himself and made a name for himself.  I guess he was considered fairly important of that era.  Something I have noticed along with this is the colours.  There aren't many by any means but the main ones are red and black.  Judging by this these could be my main colours to use in my app too to keep it recognisable.  Putting all of this aside, I really like the style in which this has been created.  By this I mean the paint swash effect used on Captain Morgan.  It looks hand painted even though I bet its an all digital image.  

Here is the Captain Morgan logo.  It has a very strong visual style in my opinion and is a serif font.  The font has a sense of importance and fame.  The black letters really define the brand of being a rum company.  I really like how the 'C' and the 'M' of Captain Morgan over hang the baseline.  This gives an effect of almost being medieval.  In this particular font, each letter has a gold/yellow stroke around it to emphasis each letter individually.  I think that this stroke does not work that well compared to when It doesn't have a stroke around it.  

Above here is the 3 types of Rum Captain Morgan produce.  These are Original Spiced Gold, Spiced and dark rum.  The visual style is very strong & clear.  As there is such history behind the brand, I think they have tried to imitate this within their logo.  The colour of both spiced rums are complemented by the brand sticker, using subtle yellow and golds.  On all of the bottles Henry Morgan is present in the same way.  It gives the brand heritage.     

In this more modern design for Captain Morgan's, the image logo has been shrinked to about an 8th of the size.  The most eye catching element part of this sticker is by far 'Morgan's Spiced'.  This is because the text is central and remarkable larger than the word 'Captain'.  This is because the other parts may not be necessarily important at a first glance.  Either side of the 'Spiced' is a pirate's handle for a sword.  This almost 'presents' the word as if it's really special and it just genrally adds value to the brand.  This image has obviously been adjusted and smoothed off and added increased light to get a clean look and feel.  Although this is nothing to do with Captain Morgans.   

As in the picture a few images up, The dark rum label is considerably different from the Spiced Rum label.  I suppose they may represent different periods of time for Captain Morgan.  This label is very dark and almost menacing.  As the majority of the label is very dark, The Captain Morgan type has been lightened to white with a few black or gold strokes through it.  In the background there you can see clearly there is a pirates ship in the distance.  All of these things make the drink frightening to actually buy and drink if your new to it as this is how I felt before I tried it.  However now It's one of my favourite drinks.  The obvious focal point of the label is Captain Morgan himself.  This is helped by the two swords crossing over and when they do, this is where the image of Henry Morgan overlaps.  I think in some ways this label considering it's dark colours and general theme symbolises death and poverty.  I don't know weather this is true or not but I think maybe because of the obvious.  The fact that it's Dark rum.  The red type looks really good against the black background and makes it stand out.  For me, this resembles blood and anger of either Henry Morgan and his fleet.  And at the top the type of 'Captain Morgan' is in white.  This would not work in red as I feel this gives off a bad feel of the brand.