Fred & Farid New York uncovers the untold Jamaican roots of the Rolling Stones with new rum brand

Launching globally this month with Kite Drinks in collaboration with Universal Music Group and rum authority Ian Burrell, Crossfire Hurricane arrives with a new identity by Fred & Farid New York that turns a lesser-known chapter of The Rolling Stones history into a contemporary brand story. Inspired by the band’s time in Jamaica during the 1970s, the work explores themes of cultural exchange, creative exile and musical influence through archive-led print campaigns, motion design and a tactile visual system shaped by sound and vinyl culture. By combining authentic Jamaican poster art with classic Stones imagery, the brand positions Crossfire Hurricane as more than a premium rum, instead presenting it as a celebration of discovery, connection and culture.