The Lamb’s brand had limited growth and appeal. They needed a big shake-up to disrupt the category and aim for a younger, edgier demographic.

Inspired by Caribbean folklore, the rebrand saw the fusion of its rum running heritage and the supernatural world of obeah. The redesign uses a highly illustrative style for visual storytelling that also harkens back to retro naval tattoos. This approach injects the brand with boldness and bite to match it’s rum.