Equiano Rum
Bringing a story of heritage and craft to the digital shelf
Industry
Food & Beverage
Location
London
Deliverables
Brand Development
Digital Strategy
Web Design
Shopify Development
Equiano is the world’s first African and Caribbean rum, built on a story of heritage, collaboration, and craft.
We partnered with the team to evolve their existing identity into a more considered and scalable design system, expanding the foundations into a cohesive visual language that reflects both the provenance and ambition of the brand.
In parallel, we designed a new e-commerce platform to support their direct-to-consumer growth. The experience balances storytelling with performance, bringing depth to the brand while guiding users clearly through the purchase journey.
The result is a brand and digital platform designed to scale with Equiano, strengthening both its narrative and commercial presence.
A key part of the brief was the development of a flexible product detail page (PDP) builder. Designed to adapt across different product ranges and future releases, creating a system which allows the Equiano team to showcase each SKU with a balance of consistency and storytelling.
From core range bottles through to limited editions, the PDPs can flex to highlight product imagery, tasting notes, provenance, and brand narrative – ensuring every product is presented with the same level of craft.
Marketing Manager
Working with TPS felt like a true partnership. They brought creativity, strategy, and pragmatism to every stage, helping us build a site that elevates the Equiano brand while supporting our long-term growth
To support content such as recipes, editorial features, and brand storytelling, we created a simple modular design system that balances flexibility with visual coherence.
Each component was crafted to work independently or as part of a wider layout, giving the Equiano team the ability to build pages that feel tailored while remaining unmistakably on-brand. This approach ensures every piece of content, from a cocktail recipe to a long-form article, carries the same level of typographic rigour and design craft as the transaction focussed areas of the site.
