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Visual identity system for rum pays homage to Cuba

An energetic new visual identity for Havana Club 3 Años rum captures the spirit of Cuba.

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As part of an ongoing partnership with Havana Club, Pearlfisher London has re-envisioned the visual identity for Havana Club 3 Años rum to better align it with the brand’s vision, strategy, and Cuban heritage. This is the second bottle redesign to launch, following the reveal of the new identity and bottle structure for Havana Club 7.

Havana Club 3 Años, an aged white rum, is grounded in traditions of casual outdoor socializing and city life.

“Tasked with moving away from a distressed brand aesthetic which, in the context of Cuba, had become cliché, we rooted the Havana Club 3 brand world in the concept of ‘the human touch,’ seeking to capture the dynamism, creativity, and passion of Cuba and the authenticity of its people,” says Yael Alaton, Strategy Director at Pearlfisher.

To ensure that the true spirit of what it means to be Cuban was captured at every stage of the design, the Pearlfisher team traveled to Havana to work with local artists and illustrators.

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