client. Angostura - Tamboo
brief. brand, strategy brand activation
role. art director | design director
The Challenge
Launch Tamboo Spiced Rum as a new global player—not just another bottle on the shelf, but a brand with heat, rhythm, and cultural weight.
The Idea
Born from the always-on energy of Trinidad and Tobago Carnival, Tamboo is more than spiced rum. It’s a mindset. A shared code. A call to live louder, brighter, together.
Built for millennial rum drinkers hungry for new rituals and new brands — those who chase moments, not just drinks.
The Strategy
We created the brand from the ground up,shaping the visual identity, packaging system, and a flexible brand toolkit built to scale. The launch unfolded as a fully integrated omnichannel campaign spanning OOH, digital, social, on- and off-premise POS, and experiential activation. Every touchpoint carried the same pulse: bold, rhythmic, unapologetically Caribbean.
The Activation
Tamboo was positioned as the playful partner to every Carnival moment. The drink strategy championed highball serves for spontaneity and large-format pitcher recipes designed to bring groups together. Festival gig-poster graphics powered the campaign—expressive typography, layered colour, constant movement—creating energy you could feel before the first sip.
The Impact
We didn’t just introduce a new rum. We exported a spirit.
Tamboo brings the soul of Trinidad & Tobago to the world—vibrant, proud, and built to celebrate.
We have developed POS on-premise and off-premise communications such as coasters, table tents, shelf talkers, and shelf displays.
We have produced paid digital content, such as brand awareness banners to encourage consumers to learn more about Tamboo and banner ads Tamboo key serves to help inspire consumers at home by teaching them how to 1…2…Tamboo with simple, quality ingredients with a CTA to drive consumers to purchase.
Brand Activation
Time to Tamboo is an invitation to learn about and be part of the rhythmic percussion that’s so essential to the Carnival vibe, an opportunity to lose yourself in the freedom of musical expression. It brings meaning and authenticity to Tamboo Spiced Rum, showing the culture and spirit behind its creation, associating the brand with a playful mindset and a vibrantly social experience.
To support primary POS we have created additional posters, neon signs, and window vinyls with messages that invite and inspire the Tamboo way to be used on all venues and also quick-fire sampling activity with a roaming GIF capture squad
on-premise.
For activation off-premise we have created a PR stunt that turns brand advertising into an interactive call to action.
We've placed and array of branded street percussion instruments around select cities, enticing the public to make their own beat, their own sounds,
and DANCE TO THE BEAT OF OUR RUM.
A QR code links online to Tamboo content – our Carnival origins story, product
information, and cocktail recipes. A CTA invites people to capture and share their performances with a hashtag and reward offer for Tamboo and branded merchandise.
We also designed The Tamboo Bang Boom Playlist.
Branded playlists are a great tool to support any brand activation, giving ambassadors and bartenders a soundtrack to their activities, also giving consumers a vibe for their enjoyment of Tamboo at home.
To finalise we have also designed Kits to include a visually-led brand booklet, branded barware, a 1…2…Tamboo cocktail kit, a Tamboo music playlist,
and of course, a bottle of Tamboo (legalities permitting).
Going deeper than just the festivities of Carnival, these kits will take
our media and trade community to the islands of Trinidad & Tobago
through stories of the Angostura distillery and how the culture and
heritage of Trinidad & Tobago has influenced our rum.
Our aim was to get them excited about the liquid and the positive force it represents in the world.
We have also developed a toolkit that included all the brand assets and strategy of Tamboo brand
