Project Overview
Jamaica Rum Vibes is a vibrant ready-to-drink brand rooted in Caribbean spirit and summer energy. I was brought on to art direct and design a fresh suite of key visuals (KVs) that would serve as the foundation for upcoming promotions—both in-store and online. The goal was to evolve the visual identity using existing brand assets while injecting new energy to boost brand recognition and engagement.
My Role
As the Art Director and Designer, I was responsible for:
Leading the visual development of the campaign
Building a consistent, scalable look across all promotional formats
Creating a flexible asset toolkit for use across retail, digital, and social touchpoints
The Challenge
The brand already had a strong visual personality, but it needed new assets that could:
Extend the brand story across a variety of channels
Stay true to the existing brand identity while feeling fresh and campaign-ready
Adapt easily to seasonal promotions and limited-time activations
Creative Approach
Using the brand’s core elements—bold colors, tropical motifs, and expressive typography—I developed a set of layered visuals that captured the energy and rhythm of the brand. Key focus areas included:
High-impact product visuals to highlight flavor and refreshment
Tropical textures and backgrounds to evoke a summer vibe
Dynamic layouts that could scale from shelf displays to social posts
Execution
The final deliverables included:
A suite of key visuals designed for flexible use
In-store materials, including posters, shelf talkers, and display wraps
Digital assets for social, web banners, and email campaigns
Each asset was built to be easily adapted for seasonal campaigns and future launches.
Results & Impact
The new visual toolkit gave Jamaica Rum Vibes a vibrant and cohesive identity across all consumer touchpoints. Retail partners praised the flexibility and bold shelf presence, while the digital campaign assets helped drive awareness and engagement across social platforms.
ClientG&J DistillersServicesArt Direction & Design
