Project delivered by A Proper Agency. An exciting new rum brand packed full with flavour wanted to refresh their brand strategy to disrupt the rum market. With ambitions to take the product global, they needed a cohesive strategic story to excite consumers.

The brand was bright, colourful and energetic. Through strategy workshops and working alongside A Proper Agency, we landed on a core concept around ‘adventure’. This captured the sense of optimism and opportunity in the brand, and spoke well to the target audience.