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Appartement 103 Redesigns Cihuatan Rum's Packaging To Showcase The Brand's Salvadorean Origins

by Rudy Sanchez on 12/17/2019 | 2 Minute Read

Using the bright, bold colors of El Salvador, along with Pre-Columbian mythic imagery, agency Appartement 103 redesigned Cihuatan Rum's visual identity to match the brand's heritage and premium quality.

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"Following the development of Cihuatán Nikté limited edition in 2018, Licoreras Cihuatán, the only rum producer in El Salvador, has awarded the boutique design studio Appartement 103 with the repositioning design of its core range.

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Editorial photograph
Editorial photograph

Requiring deep category expertise, Appartement 103 embellished on a strategic approach with portfolio management, naming development, brand redesign, secondary packaging and advertising campaign collaterals.

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Licoreras Cihuatán started distilling in 2004 with the ambition to become an international premium craft rum producer, who serves as El Salvador’s ambassador to the world. The company sold their first bottle in 2015, and since then have been increasingly growing and surprising consumers across the globe with exceptionally crafted product profiles. However, the previous brand presentation was not conveying any personality, neither premiumness, making it impossible to compete in such a crowded environment.

Cihuatán Rum invites you to satisfy your curiosity. Curiosity is what ties Cihuatán rum to El Salvador and to the Mayan civilisation who many centuries ago also called the Cihuatán Valley their home.

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In the Nahuat dialect, “Cihuatán” means “the land beside the sleeping woman”. The legend says that a Goddess came to Cihuatán Valley and bestowed this land with riches and fertility. Under her grace, Cihuatán has blossomed into fertile sugarcane fields and the purest of waters, key ingredients used to craft the rum.

It is from this poetical and original myth that Appartement 103 built the base of an entirely new visual identity, using powerful illustrations as vital brand assets, conveying its story.

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