CREATIVE DIRECTION
Following on from the London based spiced rum’s previous campaign ‘Feels like Mirchi’, I was onboarded to elevate and build a world for the revised edition of their rum. Under new positioning “Bring it to the table”, this next chapter reflected the brand’s strong ethos surrounding homely environments, family, community and heritage within the diaspora; whilst retaining a modest desire to grow and elevate.
The shift in positioning was the perfect opportunity to cement the brand’s tastes and intentions for their immediate community, interacting passersby and the alcohol/beverages industry.
Having already established their new identity, I led a full 360° evolution of their social media cadence and content, event conceptualisation, product development & campaign conceputalisation.
We started with the product and re-introducing the new flavour via a glossy, ingredient focused and brand identity driven product campaign, ensuring their new audience understood the transition.