Some things just naturally remind us of Cuba—cigars, sugarcane, salsa dancing, and of course: rum. Pearlfisher developed the branding for the new Havana Club, incorporating vibrant elements of Cuban culture into the packaging, posters, matchbooks, and more.
“After 25 years of global success, Havana Club turned to Pearlfisher to re-establish integrity and balance in its core brand portfolio. To inform and inspire the redesign, we undertook a deep dive into authenticity, rooting the brand reinvention in the creative vision of ‘Exuberant Craft’ to inform an identity that is as colourful, emotional and multi-layered as Havana itself.”
“Working with Cuban artists, Pearlfisher Design combined two classic Cuban aesthetics—19th Century cigar art and screen printing—to bring the energy and playfulness of the Cuban people together with the artistry inherent in the rum’s production, to life. The structural bottle design is bolder and more substantial, while a series of unique neck tags connects connoisseurs and first-time drinkers alike with the craftsmen behind the rum.”
The label possesses a pride that communicates Havana Club’s history, with delicate graphics, colorful borders, and glistening gold seals and text. A bright neck tag lets consumers know the name of the person who created the rum, making the product feel even more special. Small peeks of blooming flowers and waves in the ocean create an atmosphere that instantly transports someone taking a sip.
