The forgotten story of Indonesian rum.

A product without a brand, our challenge was clear: create an aspirational and authentic brand platform for this new to market, lifestyle-driven Indonesian Rum. Starting with Indonesia’s rich but relatively unknown rum history (the grandfather of modern-day rum, Indonesian Arak was the toast of European high society in the 1600s) and intertwining it with the luxury and lifestyle of present-day Bali, we distilled the aspiration from reality into one powerful brand idea: Ancient Days / Modern Nights.

Bali holds a uniquely exotic allure, a place of authentic adventure where you can get lost in the jungle by day then party in a 5-star resort that night. Travellers come to Bali for the best of both worlds. A dynamic and intriguing brand positioning that allows us to speak directly to our adventure-seeking consumers.

Deliverables: Brand Positioning / Key Visual / Social Media Strategy / Brand Collateral