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Rum Label Artwork Inspired by Mayan Legends

El Salvador’s only rum producer, Licoreras CihuatΓ‘n, invites consumers to satisfy their curiosity, with new bottle labels that use symbols of ancient Mayan legends.

Cihuatan rum redesign
Design firm Appartement 103 built the base of an entirely new visual identity for CihuatΓ‘n rum from Mayan myths.

Following the development of its CihuatΓ‘n NiktΓ© limited-edition rum in 2018 by boutique design studio Appartement 103, Licoreras CihuatΓ‘n, the only rum producer in El Salvador, awarded the firm with the task of redesigning its core range. Requiring deep category expertise, Appartement 103 undertook a strategic approach to portfolio management, naming development, brand redesign, secondary packaging, and advertising campaign collaterals.

Licoreras CihuatΓ‘n started distilling in 2004 with the ambition of becoming an international premium craft rum producer that serves as El Salvador’s ambassador to the world. The company sold its first bottle in 2015 and since then has been increasingly growing and surprising consumers across the globe with exceptionally crafted product profiles. However, the previous brand presentation was not conveying any personality or premiumness, making it impossible for it to compete in a crowded category.

According to Appartement 103, CihuatΓ‘n Rum β€œinvites you to satisfy your curiosity.” Curiosity is what ties CihuatΓ‘n rum to El Salvador and to the Mayan civilization, which many centuries ago called the CihuatΓ‘n Valley its home. In the Nahuat, or Aztec, dialect, CihuatΓ‘n means β€œthe land beside the sleeping woman.” The legend says that a goddess came to CihuatΓ‘n Valley and bestowed the land with riches and fertility. Under her grace, CihuatΓ‘n blossomed into fertile sugarcane fields and the purest of watersβ€”the key ingredients used to craft the rum.

It is from this poetical and original myth that Appartement 103 built the base of an entirely new visual identity, using powerful illustrations as vital brand assets to convey its story. Camouflaged at the heart of every illustration lies the Sleeping Woman’s face, which is the masterpiece of the new CihuatΓ‘n icon used across all POS materials.

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