Oakheart is a spiced rum expertly crafted by Maestros de Ron Bacardi from heavily charred Midwestern American oak barrels. Our challenge was to take this brand and give it new meaning and attitude. “Rum and Coke” is consumed similar to beer, and at similar occasions. We thought of a new way to think about these occasions and introduced the ideas of “Strength and Soul” and “Oak and Coke”. Taking inspiration from America’s heartland, specifically Detroit, we developed an entire brand world, design system and visual language that embodied the grit and guts of a city with major street cred. Taking a no-nonsense approach, we built a number of assets including advertising, packaging, custom typography and iconography, video, collateral, and custom apparel to champion the brand.