The story began with a phone call from the Bacardí family asking us to create a book documenting their heritage, and ended with a global redesign that reconnects the brand and its audience with the richness and authenticity of this extraordinary story.
We wanted our new design to be rooted in the history of the family. We decided that from now on all design details and typographic treatments should be sourced from or inspired by the family’s incomparable archive of design heritage.
Our intention was to create a marked contrast with the previous identity and especially the packaging by including detail about the making of the rum and its history.
Our design covered core brand identity from icon to ornament. Every element echoed the care that goes into the making of the rum from the tactile qualities of the paper through to the printing, foils and finishes. The bottle labels are printed on cane fibre, a by-product of sugar cane, intrinsic to the making of Bacardí rum. The new bottle is based closely on those used in the nineteenth century and features embossings and messages unique to Bacardí.