The Rum Society was a spirit project brought to life by the Absolut Company, which set out to elevate, celebrate and share fantastic rum with the world. A key driver of the project was to elevate and grow the category through unconventional design aesthetics and flavour profiles not typical of the category.

As a brand and innovation consultant on this project I played a key role in assisting in the development of the brand strategy and product formulation as well as working with creative agencies to execute on the launch of the brand.