A different kind of booze brand, one that puts people in need ahead of profits. A small brand rapidly growing off the back of the pandemic, The Public Spirit had never done any real branding work so we held their hand. I wanted to bring the warmth of this thoughtful craft rum to the brand's language, so I positioned them as: Liquor with a conscience. I wanted to lean a little into their Mancunian routes so made the brand as open and conversational as the founders - an edgier approach, speaking to people in their 20s and 30s, people who like brands that stand for something meaningful. A nice rum. A good cause. A lovely project. Cheers.
