Crossfire Hurricane: The Rolling Stones’ Premium Rum Gets a Brand Reconstruction by Fred & Farid

New York creative agency Fred & Farid, whose Getty identity refresh we featured last month, has developed the complete brand system for Crossfire Hurricane, the Rolling Stones’ small-batch Jamaica rum launching globally this month.

The project starts with a story rather than an aesthetic. In the early 1970s, the Rolling Stones spent time in Jamaica, recording there and forming a lasting bond with the country. Keith Richards has kept a home on the island for decades, and that connection gives the brand more weight than a simple celebrity-backed spirits launch. Fred & Farid’s approach leans into that history, framing Crossfire Hurricane as a meeting point between British rock culture and Jamaican rum-making.

Visually, the work is loud in all the right ways. The poster campaign brings together Rolling Stones concert photography and Jamaican poster art from the same era, letting the two references clash rather than blend. The identity follows the physics of sound, with the wordmark, tongue symbol and brand name expanding and contracting like speaker waves. Across applications, folded paper, vinyl textures, vintage metal and saturated orange tones carry the same rhythm forward.

For more of Fred & Farid’s work, head over to their website.

More branding inspiration via Fred & Farid.