Brand Tone

Authentic, Reverent, and Passionate.

Brand Values

• •Heritage & Ancestry
• •Authenticity & Truth
• •Community & Connection
• •Storytelling
• •Craftsmanship & Quality

Best Practices

• •Lead with the "Why": Always connect the product back to the core mission. Every piece of copy should, in some way, reflect the values of heritage, authenticity, and storytelling. Instead of just "Try our new rum," use "Taste the story of..."
• •Use Reverent Language: Employ words that convey respect and depth, such as "honour," "legacy," "ancestors," "ritual," "spirit," and "tradition." This elevates the brand above being just a beverage.
• •Embrace "The People Dem": Consistently use the tagline "The Rum For The People Dem" to reinforce the brand's commitment to community and inclusivity. It’s a powerful and authentic sign-off.
• •Tell Specific Stories: Move beyond general statements about heritage. Share specific inspirations, like the story of Kromanti Kojo, the influence of the Windrush generation, or the cultural significance of tamarind and plantain. This makes the brand narrative more tangible and compelling.
• •Maintain a Passionate, Confident Voice: Write with the conviction of the founders. Use active, confident language that positions Kromanti as a leader changing the industry, not just participating in it. Phrases like "We set out to..." or "This is our moment of truth" capture this energy.

Social Perception

The public and media perception of Kromanti Rum is overwhelmingly positive. It is seen as an authentic, purpose-driven brand with a meaningful mission to reclaim a narrative. The product itself is regarded as high-quality, smooth, and flavourful. The family-owned leadership adds to its relatable and trustworthy image, and its award-winning status further bolsters its credibility.

Copy Examples

• •More Than a Spirit. It's a Legacy. We don't just blend rums; we bottle stories. Each sip of Kromanti is an echo of our ancestors, a taste of authentic Caribbean tradition passed down through generations. This isn't rum for the party. This is rum for the people. #KromantiRum #TheRumForThePeopleDem #LegacyInABottle
• •Reclaim Your Spirit. Discover the award-winning rum that honors the true, untold stories of the Caribbean. A celebration of heritage, flavour, and freedom.
• •The Taste of Unity. From Africa to the Caribbean, the plantain is a symbol of our shared journey. Our Plantain Rum is a smooth, delicate infusion that captures the heart of the diaspora. Using a blend of aged Venezuelan and Dominican rums, we honor a flavour that unites us all.
• •Visual: A close-up, dramatic shot of the Kromanti bottle, with three generations of hands reaching for glasses in the soft-focus background. Tagline: Pour One for the Ancestors. Body: Kromanti Rum. Honouring the stories that made us.
• •Subject: Tired of the Same Old Story? Body: For too long, the story of rum has been about pirates and plantations. We knew there was a deeper, more truthful narrative—one of community, ritual, and spiritual nourishment. Our family started Kromanti to tell that story. Join us and taste the difference that authenticity makes.