Mount Gay Rum - Chapter 10: The Red Cap Project

A Vision to Celebrate 40 Years of Mount Gay’s Iconic Sailing Symbol.
The Mount Gay Red Cap has become an enduring symbol in the world of sailing - synonymous with prestige, community, and the legendary regattas that define the sport. In the lead-up to the 40th anniversary of this iconic item, the Dakota Ross team, spearheaded by Kodi Lewis and Alex Weetch, conceptualised a bold campaign to honor and reimagine the legacy of the Red Cap.

Through a serendipitous connection with one of the original co-creators of the Red Cap from the 1980s, the team uncovered rich heritage stories that inspired a campaign rooted in authenticity and forward-thinking brand engagement. The result was a comprehensive concept proposal known as The Red Cap Project.