Kingdom & Sparrow is a Falmouth, UK-based branding agency focusing on creating memorable food, drink, and lifestyle brands that both innovate and inspire. Working with companies across the globe, Kingdom & Sparrow has won awards for their forward-thinking and insightful branding concepts. Their colorful work for 8Track rum brand is a prime example of the agency’s creativity, positive outlook, and talent for creating a stand-out brand that intrigues and entertains.
All about the rum, music, and having a great time – 8Track branding feels as alive and vibrant as any great dance party!
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 Kingdom & Sparrow for help in building a spiced rum brand that felt as lively and vibrant as the places it would be drunk. In response to this request, the team at the agency created a contemporary identity that engages the imagination of rum and music lovers alike, and truly stands out in the spiced rum category.
To position 8Track as a modern, feel-good brand and communicate its connection to the independent music scene, Kingdom and Sparrow went against the dark and nautical cues more typically found in the spiced rum category. And instead, 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 flavor.
To position 8Track as a modern, feel-good brand and communicate its connection to the independent music scene, Kingdom and Sparrow went against the dark and nautical cues more typically found in the spiced rum category.
Celebrating and supporting independent music and musicians is at the core 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, an identity was born that simply evokes great times drinking rum with live music and friends!