Proximo Spirits needed to lure dark spirit drinkers away from the conformity of Jack Daniel’s and Bundaberg, and make The Kraken rum their drink of choice after dark.
Tapping into the audience’s rebellious counterculture nature, we fused the brand’s identity with graffiti culture, streetwear, and music.
With a blank canvas and The Kraken’s mythical ink in mind, we created Ink Unleashed.
Taking over the AS Colour store in the heart of Newtown, Sydney’s home of alternative culture and nightlife, this live art experience saw street art icon PHIBS turn a sprawling canvas of T-shirts into wearable artwork inspired by The Kraken legend. Outside, a giant mural of the mythical sea beast loomed over a nearby laneway, stopping late-night crowds in their tracks as they searched for their next port of call.
Amid ink-splattered walls, rum-fuelled beats, and a scramble for limited drops, we turned the brand into an experience, staking its claim as the bold, defiant alternative to mainstream spirits.
Taking over the AS Colour store in the heart of Newtown, Sydney’s home of alternative culture and nightlife, this live art experience saw street art icon PHIBS turn a sprawling canvas of T-shirts into wearable artwork inspired by The Kraken legend. Outside, a giant mural of the mythical sea beast loomed over a nearby laneway, stopping late-night crowds in their tracks as they searched for their next port of call.
Amid ink-splattered walls, rum-fuelled beats, and a scramble for limited drops, we turned the brand into an experience, staking its claim as the bold, defiant alternative to mainstream spirits.
Taking over the AS Colour store in the heart of Newtown, Sydney’s home of alternative culture and nightlife, this live art experience saw street art icon PHIBS turn a sprawling canvas of T-shirts into wearable artwork inspired by The Kraken legend. Outside, a giant mural of the mythical sea beast loomed over a nearby laneway, stopping late-night crowds in their tracks as they searched for their next port of call.
Amid ink-splattered walls, rum-fuelled beats, and a scramble for limited drops, we turned the brand into an experience, staking its claim as the bold, defiant alternative to mainstream spirits.
Taking over the AS Colour store in the heart of Newtown, Sydney’s home of alternative culture and nightlife, this live art experience saw street art icon PHIBS turn a sprawling canvas of T-shirts into wearable artwork inspired by The Kraken legend. Outside, a giant mural of the mythical sea beast loomed over a nearby laneway, stopping late-night crowds in their tracks as they searched for their next port of call.
Amid ink-splattered walls, rum-fuelled beats, and a scramble for limited drops, we turned the brand into an experience, staking its claim as the bold, defiant alternative to mainstream spirits.
Taking over the AS Colour store in the heart of Newtown, Sydney’s home of alternative culture and nightlife, this live art experience saw street art icon PHIBS turn a sprawling canvas of T-shirts into wearable artwork inspired by The Kraken legend. Outside, a giant mural of the mythical sea beast loomed over a nearby laneway, stopping late-night crowds in their tracks as they searched for their next port of call.
Amid ink-splattered walls, rum-fuelled beats, and a scramble for limited drops, we turned the brand into an experience, staking its claim as the bold, defiant alternative to mainstream spirits.
Taking over the AS Colour store in the heart of Newtown, Sydney’s home of alternative culture and nightlife, this live art experience saw street art icon PHIBS turn a sprawling canvas of T-shirts into wearable artwork inspired by The Kraken legend. Outside, a giant mural of the mythical sea beast loomed over a nearby laneway, stopping late-night crowds in their tracks as they searched for their next port of call.
Amid ink-splattered walls, rum-fuelled beats, and a scramble for limited drops, we turned the brand into an experience, staking its claim as the bold, defiant alternative to mainstream spirits.
Taking over the AS Colour store in the heart of Newtown, Sydney’s home of alternative culture and nightlife, this live art experience saw street art icon PHIBS turn a sprawling canvas of T-shirts into wearable artwork inspired by The Kraken legend. Outside, a giant mural of the mythical sea beast loomed over a nearby laneway, stopping late-night crowds in their tracks as they searched for their next port of call.
Amid ink-splattered walls, rum-fuelled beats, and a scramble for limited drops, we turned the brand into an experience, staking its claim as the bold, defiant alternative to mainstream spirits.
Taking over the AS Colour store in the heart of Newtown, Sydney’s home of alternative culture and nightlife, this live art experience saw street art icon PHIBS turn a sprawling canvas of T-shirts into wearable artwork inspired by The Kraken legend. Outside, a giant mural of the mythical sea beast loomed over a nearby laneway, stopping late-night crowds in their tracks as they searched for their next port of call.
Amid ink-splattered walls, rum-fuelled beats, and a scramble for limited drops, we turned the brand into an experience, staking its claim as the bold, defiant alternative to mainstream spirits.
Taking over the AS Colour store in the heart of Newtown, Sydney’s home of alternative culture and nightlife, this live art experience saw street art icon PHIBS turn a sprawling canvas of T-shirts into wearable artwork inspired by The Kraken legend. Outside, a giant mural of the mythical sea beast loomed over a nearby laneway, stopping late-night crowds in their tracks as they searched for their next port of call.
Amid ink-splattered walls, rum-fuelled beats, and a scramble for limited drops, we turned the brand into an experience, staking its claim as the bold, defiant alternative to mainstream spirits.
