Kraken Rum isn’t for everyone—it’s bold, dark, and unapologetically spiced. But to expand beyond its niche audience of gamers and Twitch streamers, the brand needed to step into the real world.
As associate creative director, Lucy developed a new creative positioning that dialed back the CGI octopuses and pirate lore while keeping the brand’s signature edge and mystery intact. The refreshed approach helped secure the AOR win in November 2020, with work kicking off the following year to bring the new vision to life.