Introduction
Product development, naming and branding for Banks 5 Island Rum,
a new global, super-premium white rum.
Challenge
Entrepreneurs, Joseph Banks Rum Merchants, wanted to be first
into the spirits market with a super-premium white cocktail rum. It
was to be launched into high-end style bars without advertising and
would need to grow in sales and reputation by word of mouth in an
extremely demanding and discerning market.
Solution
We combined Banks' master blender's and mixologist's skills with
our extensive knowledge of bar culture and expertise in
super-premium drinks branding. The result is the first ever blend
of eastern and western rums; a brand with image and personality to
bring true sophistication to the rum sector for the very first
time. Inspired by explorer and botanist Joseph Banks and his
voyages of discovery, we created an authentic brand with a story
and identity that are elegantly contained within a regal, stylish
3D glass bottle structure. This unique rum's pedigree and
provenance are hand-scripted and etched into every crafted detail
of the bottle. Our brand book engages with the all-important bar
professionals and mixologists, firing their creativity with the
spirit itself, encouraging them to tell the Banks story and involve
drinkers in the brand experience. Banks 5 Island Rum was initially
launched in the USA, to be followed by Russia, Europe and,
ultimately, Asia.