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Where the music starts: a feel-good rum brand for feel-good times!

In 2020 8Track founders Matt and Jeremy combined their expertise in business and booze with a love for good music and social events. With independent music at the heart of their story, they came to us to help build a spiced rum brand that felt as lively and vibrant as the places it would be drunk. In response we created a contemporary identity that engages the imagination of rum and music lovers alike, and truly stands out in the spiced rum category. 

BRAND IDENTITY | POSITIONING | PACKAGING | ANIMATION | GUIDELINES
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The Concept

To position 8Track as a modern, feel-good brand and communicate its connection to the independent music scene, we went against the dark and nautical cues more typically found in the spiced rum category. Instead we created a vibrant, expressive and joyful identity with a bold brand name and logo, uplifting messaging and a lively illustration featuring playful references to music, party and flavour.
 
Celebrating and supporting independent music and musicians is a core part of the 8Track identity, but to keep a mass-premium feel we wanted to avoid niching the brand by tying it to a specific genre or theme. With this in mind we focused on creating an identity that simply evokes great times drinking rum with live music and friends!
 

The Impact

“The Kingdom & Sparrow team were a pleasure to work with in creating 8Track.
They responded quickly with enthusiasm to our brief and at each stage of the process. Kingdom & Sparrow combine creativity and imagination with a strategy-led approach and a valuable appreciation of the drinks market. With 8Track, we wanted to create a distinct, stand-out brand, celebrating music, good times and doing things better – and the brand design certainly delivers this.”

Jeremy, Co-Founder of 8Track

Positive Change

8Track launched in May 2021 and is already behind the bar in pubs and live music venues across the country, including Camden’s legendary pub The Hawley Arms. We’re excited to see what’s in store for them next, especially as festivals and events begin to start happening again! Watch this space for more results soon.
DBA
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