client. Angostura - Tamboo
brief. Brand identity | Packaging | OOH | Digital | Social | Experiential | POS | On- and off-premise
role. art director | design director
Not just another bottle on the shelf. The brief was to launch Tamboo as a new global player — a rum with cultural weight, not just flavour notes. The challenge was building something with enough character to earn a place in the market while being honest about where it came from.
Born from the always-on energy of Trinidad and Tobago Carnival. That was the territory — not a heritage story, a live one. A mindset. A shared code. A call to live louder, brighter, together. We built the brand from the ground up: visual identity, packaging system, and a flexible toolkit designed to scale across markets and channels.
The launch was fully integrated — OOH, digital, social, on- and off-premise POS, and experiential activation. Festival gig-poster graphics powered the campaign: expressive typography, layered colour, constant movement. The drink strategy championed highball serves for spontaneity and large-format pitchers to bring groups together. Every touchpoint carried the same pulse
.
A brand that felt like it had always existed — and a campaign that exported the spirit of Trinidad and Tobago to a global audience.
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
