BoomBaangh
Turning one man's personality into a mark that lives on his channel, his merch, and his rum bottle.
BoomBaangh is a Malayali creator based in New Zealand with over 1.5 million subscribers on YouTube. The channel runs on personality: loud, expressive, full of catchphrases. He needed an identity that could keep up. I built the brand around a portrait mark drawn from his own expression, gave it a colour system that flexes from his channel to his merch, and carried it onto the label of his signature rum.
The Brief
Most creator brands play it safe. Initials, a clean wordmark, maybe a mascot. None of that would have worked here, because the brand is BoomBaangh himself: his face, his energy, his gestures. The brief was to build an identity around that, one that stays recognisable everywhere his content goes, from a tiny video watermark to a t-shirt print.
The identity work started in December 2024, with no products in the picture, just a channel that had outgrown its look. The rum came later. Earlier this year, he came back with a new plan: a line of products carrying the BoomBaangh name, starting with a signature rum. The mark built for a YouTube avatar suddenly had a second job.
The Identity
I went with a bold illustration style instead of anything typographic. A wordmark alone could never carry this much personality.
The mark freezes BoomBaangh mid-moment: the wink, the tongue out, the pointing hands. That pose is not invented. It is his exact signature gesture from the videos, the moment his audience already knows, held still. Anyone who watches the channel recognises it before they read the name. The wordmark arches around his head like a shout, so the name and the face read as one shape.
The identity works as a system, not a single logo. The mark reduces to two colours and flips between white on orange, orange on cream, and mono on black without losing anything. Orange is the loud default for the channel, cream and black carry the merch. One mark, one set of rules, every surface covered.
It started in Procreate on the iPad. Early sketches worked through the expression and the pose before the linework was rebuilt clean in vector, testing how much of the face could survive at watermark size. The final mark was drawn directly from his reference photo, not from imagination, which is why the likeness holds.
The Bottle
In 2026, BoomBaangh launched The Good, his signature blend of Caribbean rum, and the identity went physical. The Good is the first in a planned line of BoomBaangh products, which raised the stakes: this label is not a one-off, it is the template the whole series will follow.
For the label, the mark shifted from bright orange to gold on black. Same lines, new attitude. The energy of the original became shelf presence, without redrawing a single element. The label keeps the hierarchy simple: the mark inside a badge up top, a script accent for the blend, then the product name doing the heavy lifting below.
The same face that winks from a YouTube avatar now sits on a rum bottle. That jump, from screen to shelf, is the real test of an identity. This one passed.
