Brand Identity & Packaging Redesign Bacardi acquired the trademark for the legendary Havana Club Rum in the USA years ago, but hadn't cracked the code to convey the true spirit of the brand. The redesign needed to clearly communicate the heritage, authenticity and quality of the original rum created by José Arechabala, the founder of Havana Club Rum, as well as the new provenance; Puerto Rico. The design solution was inspired by looking to the DNA – the soul of the brand via the visual archives. The central seal of the label, the "marca registrada", had been the heroic element of early packaging from 1934, and was redrawn and put back in its rightful place on the new label. Every aspect of the design was developed to convey the authentic spirit and quality of the original, legendary product. The typography was hand-lettered, and each small decorative detail was hand-etched to communicate craft and illustrate the passion, pride and care that go into making this great product.
The brand story as it reads on the label:
"The Arechabala family built their first distillery in Cárdenas, Cuba in 1878. Decades later, this family of rum makers would be forced to flee during the Cuban Revolution, precious recipe in hand. After years of controversy, they would dust off their well-kept treasure and craft the incomparable rum once again, this time in Puerto Rico. The family crest continues to grace the Havana Club rum as a reminder of the tenacious and passionate Cuban spirit that inspired it."
Learn more about the #rumwar over Havana Club from the CBS 60 Minutes segment here
Launched in 2016. Designed for Bacardi via JKR, NY