• by Fern Siegel , August 9, 2024

Havana Club, a dark rum brand, has evolved the look of its Ready-to-Drink (RTD) range.

The new look, created by brand design agency JDO, is meant to capture the rum's Cuban energy and unify the product in global markets.

Havana Club offers a variety of Cuban cocktails, such as tropical mojito, raspberry daiquiri and lime mojito.

Frank James, JDO senior designer, said: “We began by creating a vibrant color system to maintain consistency across the range, establishing a cohesive family feel. We also enhanced the logo's boldness for better brand visibility.”

Havana Rum is owned by Pernod Ricard. Its brands include Beefeater Gin, Absolut and Malibu.

JDO has done client work for Dove, Glenlivet and Peroni.