CRAFTED IN THE SUNSHINE STATE OF MIND
*
CRAFTED IN THE SUNSHINE STATE OF MIND *
PACIFIC DRIFTER RUM
Brand Narrative
Verbal Identity
Brand Messaging
Brand Identity
Packaging Design
Illustration
Created at Our Revolution
How It Started.
In a category weighed down by legacy and old-world codes, a new rum was set to chart a different course — one inspired by the easygoing spirit of Queensland.
Born from the idea of sun, surf, and slow afternoons, Pacific Drifter was created to offer a fresh alternative to the traditional, heritage-heavy rums of the past. Designed to connect with a younger, more relaxed audience, this wasn’t just about launching a new product — it was about capturing a lifestyle.
The challenge was to build a brand that felt effortlessly premium, rooted in place, and full of possibility.
What We Did About It.
We created a brand world that drifts between premium craft and coastal ease. At its centre, a distinctive marque floats on the horizon, framed by sun-washed waves and kissed with gold detailing for texture and warmth.
The visual identity is supported by a laid-back tone of voice — expressive and full of Queensland character, speaking to good times and shared moments. Every touchpoint, from the label finish to the typography, was crafted to bring the spirit of the Sunshine State to life.
This is rum designed for today: confident, social, and made for those who move to their own rhythm.
Where It’s Headed.
From the outset, Pacific Drifter was designed with long-term vision in mind. The label system and brand architecture were carefully crafted to support future varietals and range extensions — ensuring each new expression can seamlessly build on the identity while offering something distinct.
Whether expanding into new flavour profiles, formats, or limited-edition releases, the brand is well positioned to evolve without losing its essence. As the range grows, so too does the opportunity to build out a full ecosystem of brand storytelling — from comms and campaigns to merch and moments.
Pacific Drifter isn’t just keeping up with the next generation of drinkers — it’s leading the way.
