Working with the entrepreneurial Sanghera family, Echo have created the complete brand, from name and visual identity to bottle label design. The hand drawn brand mark is simple, bold and symbolic. It is a visual representation of the five rivers joining harmoniously together as a symbol of the Punjab.


The word Punjab means ‘land of five rivers’ and is where the Sanghera family rum gets its name. Five Rivers is a rich, elegant and captivating premium white rum. Its story starts high up in the foothills of the Himalaya, the source of the Five Rivers. It is from here that these five great rivers begin their journey. Travelling down the plains of the Punjab they enrich the soil, creating the perfect conditions for growing some of the finest sugarcane in the world. And from this sugar cane comes Five Rivers rum.


The brand has been designed to combine the crafted passion born of centuries of tradition with a simple yet bold modern style.

Working with such an entrepreneurial family to bring this exquisite and unique product to the glasses of more people has been a joy