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.
All design details and typographic treatments are sourced from or inspired by the family's incomparable archive of design heritage. Our intention was to create a marked contrast with the previous packaging by including detail about the making of the rum and its history. This is also expressed through the tactile qualities of the paper, print and finishes that echo the care that goes into the making of the rum.
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.