Valour
Valour Rum - Creating a military rum brand that gives back to those who serve
The Objective
To create and position a new rum brand that appeals to British military personnel and celebrates and recognises military service and duty across all forces, including the Army and, in time, the Royal Navy and Royal Air Force.
The goal is to produce a premium brand accepted by all military services, with proceeds from every bottle going back to British veterans in recognition of their service and sacrifice. A drink that unites soldiers and officers alike, aligning with and understanding military life.
The biggest challenge from the outset was to create a brand that is deeply respectful and reflects the attitudes and values of the British Armed Forces. The idea to create a rum was born from a veteran and his actively serving daughter in the British Army, a military family who wanted to give back to a worthy cause.
Inspired by Army duty, the rum name 5&20 was chosen. A military term for a group of four soldiers working together to hunt down and clear IEDs. Each soldier clears five metres. Once cleared, that’s twenty done, then repeat.
The Solution
Whilst the product name had been chosen, that alone was not enough to create a believable brand. Dovetail’s first action was to identify the parent brand name. After detailed research and a structured workshop process, the name Valour Rum was selected. Valour speaks to the bravery, courage and spirit shown by military forces.
The logomark was created with the following elements:
- A customised “Sergeant’s Crown” that aligns symbolically with military insignia
- A primary brand font chosen for its visual links to the Union Jack flag worn by all servicemen and women
- The tagline “Spirit of the Brave”, a unifying call that outlines the aspirations of the brand
The packaging and brand language draw from the multi-terrain camouflage print used by modern-day military forces. Framed by gold insignia stripes, the branding carries a visual sense of rank and premium appeal.
Inspired by the military fonts and stencils used on vehicles, the strong and dynamic typeface Jost was selected. With multiple weights and a distinctive, powerful number “5”, all elements come together to create a premium, bold and courageous brand designed to perform alongside, and recognise, the enduring sense of legacy and purpose that only the military can give.
The Result
Valour Rum “5 & TWENTY Spiced Rum” has successfully launched in the UK, backed by the expert craftsmanship of the Artisan Distillery in Devon, England. The first limited batch to test “proof of concept" has been an overwhelming success. The mission now is to expand its reach within the UK to bring on the development of variants for the Navy and Airforce which have already been defined.
“With an eye for style and precision, Marcus and the Dovetail team have transformed our vision into reality. We now have a striking Valour Rum brand, ready to serve the military community.”
- Steven Gaskell 2nd Battalion, The Princess of Wales’s Royal Regiment (Retired)
Let’s create something incredible.
Your brand has a story to tell, and your culture brings it to life. At Dovetail, we align these elements to create something meaningful, something that connects, inspires, and drives real growth. We’re here to bring your vision to life.