To establish Havana Club as an authentic Cuban brand in the US market, we needed to brand the product with a premium and luxury design that reflected its rich Cuban history. Specifically, we wanted to conjure up the lifestyle from a key time period - The Golden Age of Cuba. Using artistic illustrations and beautiful typography, the work reflects a sophistication that was a trademark of that culture and era and highlight qualities from the original Cuban recipe.

The production of these posters took 2 months of painstaking work. Luckily, we started the process with access to an impressive library of Havana 50’s lifestyle photography, typography, labels, ornaments and illustrations to use as reference. First, we hired a photographer who specialized in back and white photography, a wardrobe stylist, casting producer and a set designer. After we had the photos, we sent the selects to the illustrator who created the money-like textures while a typographer worked on the retro style type and ornaments.  Elements were assembled into the print images at our office.

The OOH campaign successfully drove broad awareness of the the brand relaunch and gained 3.8 MM impressions.