Broadening tastes and experimental palates have seen Australian and New Zealand drinkers embrace a wider range of rum styles, creating an opportunity for a new and disruptive brand in this rapidly growing category. Asahi Beverages needed a unique and masstige spiced and golden rum spirit and pre-mixed brand to launch in these markets.
The strategy involved creating a brand identity and packaging solution that was genuinely disruptive, appealing to modern-day drinkers searching for new taste experiences. The aim was to drag rum out of the past and into today, making it relevant for contemporary drinkers.
Crafted by up-and-coming mixologists and expert distillers, the Untold brand was developed to be a rum for the here and now, not a tale of days gone by. The Edison Agency designed the brand identity and packaging to capture an anti-establishment ethos, celebrating genuine co-creation with designers, street artists, illustrators, and bartenders.
The Untold name reflects the sentiment that one’s journey is not predetermined, and life is a blank canvas with stories not yet told. The brand captures the spirit of exploration and adventure, appealing to those whose nights are always young and whose scripts are never written.
