ABOUT
Creative challenge
The Havana Club brand has a rich and contentious history. Our task was to redesign the packaging for both Havana Club Clasico and Blanco variants with the objective of conveying the heritage, quality and tenacity of the Arechebalas and their storied rum.
Approach
In redesigning the packaging, we wanted to honour the tenacity of the Arechabala family story and resurrect the richness and craft with which the rum is distilled. After an immersion in the Bacardi archives, the team drew inspiration from the vintage labels, which informed many of the design decisions.
Results
Havana Club Clasico and Blanco launched in the U.S. in June 2016. The brand quickly garnered positive press and reignited the debate about the true Cuban original. Complemented with a communications plan, Bacardi’s Havana Club is well on its way to reclaiming it’s rightful place in history.
MADEIT CREDITS
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BacardiClient
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Jones Knowles Ritchie -
Amy MawMarketing Manager -
Tosh HallCreative Director -
Matt ParkesGlobal Marketing Director
Back to Havana Club project
Frank Behrendt
Product Development Manager
Switzerland
Lee Stuart Shepherd
Senior Creative Designer
United Kingdom
Adrian Mills designs
Artist
United Kingdom
Shimon Drory
Artist, Shimon Drory Art Gallery
Israel
Javier Arres
Artist, Javier Arrés
Spain
Oliver Craddock
Freelance Graphic Designer
United Kingdom
Joseph Wraith
Illustrator/3d Animator/UE5.3 Level Designer, Wraithworks and Spear Education
United States