Oxbow Rum Distillery is rooted in the soil of South Louisiana, where the sugarcane grows tall, the air hangs thick, and tradition distills into every bottle. Crafting award-winning rum, Oxbow is a brand shaped by heritage and atmosphere, echoing spoken word, regional music, and quiet moments that linger long after the last sip.

Oxbow’s opportunity lay in the brand’s origins. All we had to do was ask two questions:

Where is the the story of Oxbow set?

And: How should the story of Oxbow be told?

Just like good rum, it takes just the right combination of a few essential elements to make something special. That is how we approached their creative brand strategy for social and digital:

• Heritage as the Narrative Backbone,

• Visual Storytelling with Emotional Depth,

• Integration of Local Culture and Community.

These ideas come together through high-quality visuals that capture the essence of Pointe Coupee’s rural landscape, the warmth of community gatherings, and the meticulous craft of rum-making. And in doing so, we highlighted the central characters to Oxbow’s brand story: the people behind the scenes and the land itself.

Since May 2025, we’ve taken this journey of “Cane to Glass” to heart, and have created a rich tapestry that resonates with brand authenticity that lives up to the title: “The American Rum.”

This project is ongoing, so stay tuned for updates!

In the meantime, check out Oxbow Rum’s Instagram and YouTube for a first-hand look into the work we’ve been doing!

Agency: TILT

digital strategy + research: Victoria Allen

campaign brand strategy: Victoria Allen

creative strategist + direction: Victoria Allen

art direction: Victoria Allen

copywriting: Victoria Allen

photography + videography : Coby Naquin

video editing: Coby Naquin