ABOUT

With an influx of premium rum brands entering the scene, including new players emerging from Cuba, Havana Club sought to reclaim its position as the category leader.

We’ve worked with their team to restage the brand design and portfolio architecture of the Havana Club range, which includes Havana Club Original – Añejo 3 Años, Havana Club Añejo 7 Años, Havana Club Especial, Havana Club Smoky. Injecting a new relevance and preserving the brand’s timeless Cuban identity.

Re-drawing ‘La Giraldilla’ was a special aspect of the project, given her role as a symbol for both the city of Havana and Havana Club. Our focus was on sharpening her image, ensuring she continues to stand proudly as the eminent figure and leading lady within a traditionally masculine world of rum brands.