Reign Rum: From Africa to the World

From the lush lands of Ghana, Africa, in between the rainforest and the Savannah, you’ll find an 1880-acre estate growing organic cashews and sugarcane. A purpose-led sustainable venture employing the local community, using product waste to power the distillery, and where doing good is as important as looking good.

A fierce and spirited icon, celebrating African attitude and beauty, Reigns of warriors past and present, and a fiery and impassioned celebration of African authenticity. For the disruptors, the afro-futurists, and the mavericks of the world, Reign is a passionate tribute to the Motherland and galvanises a rich and aspirational drinking experience.

The bottle is a celebration of black excellence and African beauty. Elegantly tall and luxe, using regal gold tones and opulent foil finishes, the overall impression sets expectations of a high-quality liquid inside.

We crafted an intricate crest signifier that speaks to Reign’s proud Ghanaian roots with detail and symbolism that speaks to the homeland; porcupine spears, foliage, tribal patterns, a regal throne and crown. In all, a stunning and unique emblem of the brands birthplace and warrior attitude. The neck label elevates the rum story further, with intricate iconography depicting the ingredients, provenance, and profile of the liquid. The bespoke stopper is an impressive throne, speaking to the brands story of ‘royal recognise royal’.

The core Spiced and Hibiscus rum feature a colour gradient, reflected in the neck label to add dynamism and differentiation to the range. With the Aged rum featuring a matt finish and more gold tones, speaking to the higher price point. Overall, as a trio, the impression is standout, regal, and balances both African authenticity and contemporary African culture for a global audience.

Hamish Shand, Founder and Executive Creative Director of Boundless, says about the new brand identity, “We wanted to create a brand for Reign that spoke to the authenticity of the provenance, the empowerment and stunning visual world of the afro-futurism movement, and overall deliver a beacon of beauty that is incredibly unique in the category. The slender black bottles have gold detailing and a bespoke stopper, with details throughout that convey the story of Ghana and regality. A truly one-of-a-kind project that we have thoroughly enjoyed collaborating with the team on.”