As part of an ongoing partnership with Havana Club, we were tasked with re-establishing integrity and balance into the entire brand and product portfolio. 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 aesthetics – 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.
For Havana Club 3, the spirit most closely associated with Havana’s mojito-drinking street culture, we reinvented the clichéd Cuban aesthetic with a vibrantly eclectic visual identity system inspired by the energy and creativity of Cuban culture. With layers of colour, texture and naïve design details that highlight the energy of imperfection, the Havana Club brand world is - like Havana itself - an exciting sensory experience that places Cuba in the context of the modern consumer, and provides a platform for creativity that empowers Havana Club's teams to bring the brand to life around the world.
Our recent work with Havana Club includes the label redesign of the brand’s premium golden rum, Havana Club Especial. The new label, presented on premium, crafted paper reflects the vibrancy of Cuba, and better communicates the quality and authentic production process of the liquid to modern rum drinkers.