ABOUT

Ricardo Rum is THE rum of The Bahamas.

Our challenge? Drive brand awareness and connect with new consumers, specifically younger emerging audiences, by delivering a modern, Bahamas-focused experience for the brand’s first RTD offering.

Immersing ourselves in Bahamian culture, we got to know the people – from mixologists and liquid scientists to local historians and business owners. Leading consumer groups, we uncovered what it means to be ‘Uniquely Bahamian’.

With an overriding sense of national pride and inclusivity, our strategic unlock was rooted in bold self-expression: where everyone has the freedom to be unique.

Creative inspiration came from the islands’ natural beauty and the vibrancy of its people and culture. Ultimately, every element of our design needed to feel culturally relevant, with a human touch.

Our bold colour palette represents the drinks’ unique local flavour combinations and the vibrant personalities of Bahamian people. Bespoke sun-drenched fruit illustrations build on the flavour stories, whilst hand-drawn type is based on naturally distressed painterly signs found throughout the islands. References to the sun, sea, sand, and native plants add extra authenticity.

Packaging aside, we’ve created key visuals, an ownable photography style that captures the ‘Uniquely Bahamian’ vibe, social media , POS, and experiential.