This is How Cornish Branding Agency Kingdom and Sparrow Rebranded a Challenger Spiced Rum

Kelcie Gene Papp
December 26, 2023

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Kingdom & Sparrow is an independent, award-winning, Falmouth-based agency working with brands all over the world who, like them, see the value in doing things a little bit differently. Their clients include ABInBev, Henkel, Marston's, Danone, Small Beer Brew Co., Bahlsen, Utopian Brewing, Sandford Orchards, Hattiers, Tarquin's, Chocolarder and Rick Stein.


In 2020 8Track founders Matt and Jeremy combined their expertise in business and booze with a love for good music and social events. With independent music at the heart of their story, they came to us for help build a spiced rum brand that felt as lively and vibrant as the places it would be drunk.

In response, we created a contemporary identity that engages the imagination of rum and music lovers alike, and truly stands out in the spiced rum category.


To position 8Track as a modern, feel-good brand and communicate its connection to the independent music scene, we went against the dark and nautical cues more typically found in the spiced rum category. Instead, we created a vibrant, expressive and joyful identity with a bold brand name and logo, uplifting messaging and a lively illustration featuring playful references to music, party and flavour.

Celebrating and supporting independent music and musicians is a core part of the 8Track identity, but to keep a mass-premium feel we wanted to avoid niching the brand by tying it to a specific genre or theme. With this in mind, we focused on creating an identity that simply evokes great times drinking rum with live music and friends!


8Track launched in May 2021 and is already behind the bar in pubs and live music venues across the country, including Camden’s legendary pub The Hawley Arms.


The Kingdom & Sparrow team were a pleasure to work with in creating 8Track. They responded quickly with enthusiasm to our brief and at each stage of the process.

They combine creativity and imagination with a strategy-led approach and a valuable appreciation of the drinks market.

We wanted to create a distinct, stand-out brand, celebrating music, good times and doing things better – and the brand design certainly delivers this.”

Kelcie Gene Papp
Founder & Editor