Rum & Sum is an exciting, new spirits brand from Distinct Distillers, a progressive new distillery on a mission to shake up the premium spirits market.
Rum & Sum is a flavoured white rum brand using natural fruit ingredients, with no artificial sugars or flavouring giving it a refreshing, smooth taste and making it a lower calorie option when served with tonic. As the flavoured gin market declines due to maturity and a lack of innovation, Rum & Sum is a refreshing alternative for consumers who enjoy light, clean spirits and flavour packed cocktails.
Our brief was to create a distinctive creative aesthetic and tone of voice for the brand, to provide a clear direction for the creation of digital and social assets and importantly, enable the brand and it’s USP’s to stand out in a cluttered and undifferentiated category.
Our approach was to focus on a bold colour palette, imagery that championed the refreshing and natural qualities of the ingredients and a fun and down to earth tone of voice that represented the brand’s sassy and glass half full personality.
