We have created an iconic new design for Bacardí that tells the remarkable story of a rum and a dynasty. Bacardí is not just another drinks brand. It is a family business whose story is intrinsic to the art and architecture, culture and politics of the turbulent history of the Caribbean island of Cuba.
Informed by detailed discussions with the family and inspired by access to a priceless design archive, we redesigned the Bacardí brand identity and created the visual identity guidelines.
Telling the story
The challenge was to use design to reconnect today's audience with the Bacardí family story and its crucial role in establishing rum as we now know it. We went back to the family archives and based our logo design on early versions of the bat. The word marque came from text inscribed in marble on the company's iconic Art Deco head office building, Edificio Bacardí in Havana, Cuba.