The dark rum market usually comes from the islands of the Caribbean. Seven Tiki is a new imaginative brand based on the heritage of the Fiji islands. A new worldwide launch for a dark rum that stands out thanks its unique personality and origin. Columna was the agency charged with developing this new concept and brand identity with a completely new inspiration in the world of rum, as well as adapting this image to the different European and American markets. We worked on exploring and assessing the name, as well as creating a visual identity for the brand linked to the islands’ native codes to express its essence. In parallel, we worked on the design for the product identity by bringing this inspiring world to the packaging. We worked on the industrial side and labelling as part of the heritage of the ancient tribes, in terms of shapes, finishes and ethnic personality by using ancient wood cut by hand. We also worked on the graphics, silkscreen printed with symbols linked to ancient warriors, tattooed in keeping with their stories.