Havana Club traces its roots back to Cuba in 1878. This national icon, built on centuries of Cuban rum-making tradition, is enjoyed by everyone from the man on the street to the president and is widely considered a national treasure and icon of Cuban culture.
After 25 years of global success, Havana Club needed to reestablish integrity and balance in the core brand portfolio with a new brand vision, architecture, identity and visual language for people thirsty for the taste of Cuba.
To capture the authenticity, craftsmanship and ‘human touch’ at the heart of Havana Club, we worked with Cuban artists at every stage of the redesign. For the most premium spirit in the range, Havana Club 7, we combined two classic Cuban esthetics – 19th Century cigar art and screen printing – to bring the energy of the Cuban people together with the artistry inherent in the rum’s production. The new bottle is bolder and more substantial, whilst a series of unique neck tags connects the customer with the craftsmen behind the rum.