Fast forward to 2016, when the opportunity arose to redesign the Havana Club packaging to reclaim the brand’s spot as the one, true Cuban rum.

Our task was to redesign the packaging for both Havana Club Clasico and Blanco (dark and light rums) with the objective of conveying heritage, quality and tenacity of the Arechebalas and their storied rum.

• The center seal (Marca Fabrica): Prominently featured on packaging and advertising since the brand’s inception. It served as the registered logo of the Arechebala’s rum and makes reference to two symbols:

o Wolves w/ lambs at the mouth: The wolves represent the two Lords of Vizcaya (province within the Basque country – area between France and Spain)

o Oak Tree: Arechabala is a biskayne surname.  The tree is an oak tree, representing the "Guernica tree," famous symbol of the basque country.

• Jose Arechebala Portrait: Founder of the first distillery in Cuba.  Represents the family’s pride in their craft. 

• Neck Label: It was common in the time period to use red neck stamps as a way to seal the cork.  We took inspiration from this color, for both Blanco and Anejo variants, as a nod to these traditional sealing techniques.

Havana Club Clasico and Blanco launched in the U.S. in June 2016. The brand quickly garnered positive press and reignited the debate about the true Cuban original. With the complement of a communications plan, Bacardi’s Havana Club is well on it’s way to reclaiming it’s rightful place in history.