Havana Club
Restaging the Global Rum Icon, Havana Club
Havana Club partnered with Pearlfisher to embark on an ambitious portfolio redesign, activating a new segmentation strategy while reinforcing its reputation as a premium, global icon in rum. Spanning from some of the most accessible liquids to the rarest blends in market, Havana Club looked to harmonise the range while simultaneously highlighting the unique qualities and character of each rum. Taking inspiration from the vibrant city of Havana, Cuba—the city the brand calls home—the refreshed portfolio is diverse, storied and full of character, bringing to life the brand’s rich legacy in rum-making and elevating its Cuban DNA through a timeless yet modern transformation.
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A new, unified label shape inspired by the ornate architecture of Havana immediately unifies the core range, framing the brand’s iconic logo anchored at its heart—a proud symbol of the vibrant pulse and energy that flows through Havana’s streets. This created a canvas for each product’s unique story to be expressed, taking consumers on a journey from the unrestrained confidence and vibrancy through to richer, layered, more crafted and complex taste experiences.
One of the most significant portfolio changes was the reintroduction of the Iconica Collection sub-brand, home to Havana Club’s rarest rums. Here, in a category of fictional pirates, skulls and sea creatures, the powerful figure of La Giraldilla, a timeless symbol of the city of Havana with a captivating backstory of grace and resilience, is established as the leading lady in rum— fearless, proud and serene.
The new, striking bottle structures within the Iconica Collection are inspired by both La Giraldilla’s elegant stance and the iconic grandeur of the city’s decorative buildings, confidently elevating Havana Club’s most prestigious blends into a league of their own. An ornate label shape connects the Iconica collection to the core range, while borrowing semiotic cues from luxury handcrafted Cuban cigars to tell a refined visual story of each product’s complexity and elegance.
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