Havana Club unveils vibrant new look for its ready-to-drink range

Created in collaboration with international design consultancy JDO, the dark rum brand’s reimagined range sought to capture the ‘Spirit of Cuba’. The move to unify its ready-to-drink (RTD) range forms part of Havana Club’s ambitions for global expansion.

The brand update by JDO saw the development of a dynamic design architecture in a bid to elicit stand out in the competitive RTD market. The redesign also aims to capture the rich heritage and energy of Havana, Cuba.

Frank James, senior designer at JDO, explains, “We began by creating a vibrant colour system to maintain consistency across the range, establishing a cohesive family feel. Subtle graphical elements like palm leaves and layered colours convey the incredible cocktail recipes and the brand’s energetic personality. We also enhanced the logo's boldness for better brand visibility, while cleaner, integrated fonts ensure clear communication so consumers can easily find their preferred cocktail.”

Caitriona Murphy, portfolio manager for RTDs at Pernod Ricard, adds, "We have exciting plans for the range's future in dynamic markets like Germany where Havana Club is a leader in Rum RTDs. This design will provide a vibrant, premium platform to bring those plans to life in true Havana Club style."