The New Icon to Reign Supreme
DeliverablesBrand Strategy, Packaging, Brand World, Brand Experience
Over the years, the Caribbean fortified drinks segment had become set in stone. Carib Brewery wanted to change the tone of tonic wine and channel fresh, premium energy into the category, drawing from the momentous dancehall culture and its unmistakably vibrant image.
We were tasked with defining the brand from the ground up, from brand strategy and naming, to bottle structure and visual identity. Inspired by the tuned-in modern zessers, known for their extroverted nature and affluent tastes, our brand needed to speak to status, style and substance in equal measure.
Named after Stephen Marley’s iconic track, Rockstone intrinsically carries weight and worth in a segment where brands are either brash or boring.
In recognition of self-expression and individuality, the crown speaks to status and empowerment, while the brand colour palette celebrates the vibrancy of Caribbean roots with spirited swag. Together with its distinctly confident bottle structure, the brand brings premium poise and instant standout to the category.
From its authentic Powaroots™ formula, to its single-minded look & feel and legendary endorsement, Rockstone is here to take over, not to take part. A modern statement of courage, confidence and Caribbean edge, keeping the rhythm alive and the spirits high.