The Challenge:

Angostura approached us to develop a bold new ready-to-drink rum brand that celebrates Jamaican culture, energy, creativity, and irreverence.
 

The drink is infused with a provocative ingredient - Horny Goat Weed - giving the product an edgy twist and a rebellious spirit. Our challenge was to come up with a name, and craft a brand identity that would appeal to a younger, party-driven demographic while making a splash in an already competitive market.

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The Solution:

We created 420 - a bold, tribal-inspired brand made for nightlife, dancehall culture, and wild, unforgettable fun.

Inspired by Jamaican roots, 420 uses red, green, and yellow to express high energy, rhythm, and mischief. Here are the key elements:
 

• Leaf Mascot: A cheeky cannabis leaf - playful and bold.

• Firebirds: Point to the mascot - symbolizing freedom and motion.

• Island Waves: Channel Caribbean vibes and tropical energy.

• Tribal Lines: Represent Jamaican beats and reggae rhythms.

• Electric Bursts: Add energy and dancehall chaos.

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Together, they create a look that’s handcrafted, tribal, and totally modern.