Whoever heard of a liquor with a conscience? That’s what makes The Public Spirit different. It’s a rum that stands out because it stands for something important. Created so it’s not only the people drinking it who benefit from how nice it is. They believe everyone should have access to good food, so at the bottom of every bottle of rum are meals for those in need.
They had been growing all over the UK, and found that their consumers were resonating more and more with the social good they did. Studio Chong came in to help them rebrand, and find a way to hone in on the positive impact of their drinks.
Their new positioning? Liquor with a conscience. They shifted The Public Spirit from a nice craft rum to an honest, unambiguous drink for the people. A top shelf bevvie that stands out because it stands for something important. A brand that gives a shit right from the start, not just to sell booze. A great product that genuinely gives back. A brand that is different, the stubborn noise makers, experimental outliers, upstream swimmers – how else could a liquour brand change the world? The Public Spirit invites drinkers to join them for a drink and consume with care: The Public Spirit is for drinkers with heart.
The Public Spirit is a brand that is passionate about combining good rum with doing good. A brand that believes in the power of community spirit, in the magic of people coming together to make a difference. Bottle after bottle, they turn the rum you drink into food for hungry people going without. Donating meals so that every drink helps to fight hunger. Nobody knew they could feel this great the morning after the night before.
- Agency/Creative: Studio Chong
- Article Title: The Public Spirit – Rum With A Conscience
- Organisation/Entity: Agency
- Project Type: Packaging
- Project Status: Published
- Agency/Creative Country: United Kingdom
- Agency/Creative City: London
- Market Region: Europe
- Project Deliverables: Packaging Design
- Format: Bottle
- Substrate: Glass Bottle
- Industry: Food/Beverage
- Keywords: liquour, rum, drinks, spirits, packaging, packaging design, branding, drinks branding, UK, London,
Creative Director: Adeline Chong
Creative Copywriter: Trak Ellis-Hill
Project Manager: Ann-Marie Richards
Designer: Carolina Maldonado