Delido – The name of an iconic open-air cocktail bar in one the most iconic hotels in Miami beach in the Art Deco heyday of the city.

The Delido bar was home to Miami’s finest cocktails and was frequently visited by the Florida Jay – a bird native to the area.

The lavish party scene of the era inspired this brand, with the unique shape of the Jay bird proving inspiration for a disruptive cocktail shaker style bottle.

The bird’s head over-cap functions as a measuring device for cocktail making whilst providing distinctive cut-through on the back bar.

The facets of the bottle are inspired by the Florida Jay’s feathers, whilst the ovel front label suggests the shape of the bird’s breast. The foot label is influenced by the shape of the tail feathers

The Delido bar was so revered that the old sign on the outer wall of the hotel is protected by the government in Miami to preserve the historic Art Deco aesthetic of the city, despite the fact that the bar itself no longer exists.

The bottle comes in a simple gift box which is inspired by the architecture of the hotel building, whilst an illustration of the hotel itself surrounded by the sunny beach rays features in the debossed and varnish details.

Intertype Studio created this new to world brand from scratch, including the brand story, naming, identity design and the bespoke 3D bottle design. The concept is available and ready to launch, for those interested in building a rum brand – a fast growing category in the U.S.

The tonality is one of a brand that super premium and seriously well made, whilst not taking itself too seriously, which is the right strategic approach for the rum category. The idea of a “Florida rum” does not yet exist in the market and the tropical feel of thar part of the world is a perfect fit for the taste credentials that consumers expect from a rum. The studio believed that the concept of a an American craft rum has huge potential to become a brand with scale.