Growing up in Jamaica, reggae set the daily tone in many households. Reggae is not only a genre of music but can be considered a way of life. The hibiscus flower is the most popular type of flower on the island. Not just adored for its beauty, it is used by locals for its medicinal properties in tea. My love for reggae and a 15-year career in the alcohol industry, led to the logo design and the inspiration of this.
This versatile spirit can be enjoyed as a long drink on its own , chilled over ice or as part of a cocktail. Distilled from Florida Sugar Cane and orange rum ,bottled at 70 proof and 35% alcohol vol it is juicy, luscious and fruity. It derives its burgundy color from the infusion of the Hibiscus Flower. The app’s augmented story tells the evolution of Jamaican music and its social media filters resonates with celebratory moments in the consumer’s life.
Trench Town is a neighborhood located in in Kingston, the capital and largest city in Jamaica. During the 1960s, Trench Town was known as the Hollywood of Jamaica. Today Trench Town is the location of the Trench Town Culture Yard Museum, a National Heritage Site presenting the unique history and contribution of Trench Town to Jamaica.
• Trench Town is the birthplace of rocksteady and reggae music, as well as the home of reggae and Rastafari ambassador Bob Marley. The neighborhood gets its name from its previous designation as Trench Pen, 400 acres (162 hectares) of land once used for livestock by Daniel Power Trench, an Irish immigrant of the 18th century.
• The Postal Code for Trench Town is KINGSTON 12
Alias: “THE DRINK OF CELEBRATION”
Slogan: “Celebrate life’s special moments with a free spirit”
The only thing constant in life is change, evolution is inevitable, and Kingston 12 represents the achievement of milestones, and the celebrating thereof with a great cocktail and good music.
Is it Music? A Social Movement? Space? Or A Profile?
• Sky Blue – A Music (Jamaican Music)
• Green– A Social Movement (Rastafarianism)
• Purple– A Space (dance halls)
• Dark Blue– Profile (Language & Fashion)
Through-out strongholds of political unrest, poverty, and social injustice; emerged, this new movement as a hope for our people in despair.
From sound systems and dub, to Ska and Rocksteady; to reggae and dancehall, our musical evolution remains constant.
It was born with a free spirit that encompasses a natural mood for celebrating life while injecting swag, slangs, and messages of hope through its unorthodox methods of teaching survival against the system.
It forced us to create spaces that lead to economical escape routes in a world where we were viewed as being different.
Decade after decade it evolves, adapting to new sounds but still we identify it by the beat of the bass drums.
“BUM BUM! …(pause)…. BUM BUM! (sound of the heartbeat)
Yet, some are still asking,” what is it?”
“Let’s celebrate life’s special moments with a free spirit!”