The Background

Ozama is a rum born from memory, an ultra-premium spirit rooted in the Dominican Republic and shaped by the vision of baseball legend David Ortiz.

Inspired by the powerful flow of the Ozama River, where Ortiz spent his childhood crabbing along its banks, the brand is a tribute to origin, crafted with intention and artistry. Through deep collaboration with our team, Ozama transforms personal narrative into an impactful challenger-brand strategy that speaks to David’s fans, rum aficionados, explorers, and beyond.

The Challenge

In a saturated global market, our goal was to craft a rum that felt both authentic and distinctive, one that would carry Dominican identity into the luxury-spirits arena while breaking free from category clichés. The task was to honor David Ortiz’s personal story and express it through a refined design language capable of standing shoulder to shoulder with the industry’s most established names.

The Solution

Appartement 103 responded with an iconic bottle design that feels alive, its surface sculpted in undulating glass, echoing the currents of the river it’s named after. The structure captures and refracts light like flowing water, instantly iconic in its fluidity.

At centre stage stands the brand icon: a stylised jaiba blue crab, framed by a gleaming gold medallion, symbolising David’s strength, pride, and provenance.

Each of the three expressions carries its own visual signature within a cohesive premiumisation system. Ozama Blanco is dressed in soft aqua tones accented by subtle embossing and varnish, a palette that reflects purity. Ozama Añejo shifts to richer turquoise shades and more pronounced print finishes, elevating details that hint at age and complexity. Ozama Gran Añejo goes deeper still, cloaked in bold teal with intricate foiling and textured layers that speak to depth and maturity. Every bottle is crowned with a wooden closure topped by a three-dimensional engraved gold coin.

Beyond the branding and packaging, our team forged a 360° brand universe that ignites every touchpoint, plunging consumers into the Ozama River’s raw elegance and the vibrant rhythm of David Ortiz’s Dominican roots.

The Impact

Ozama launched in May 2025 with powerful resonance. Premieres in Miami, Boston’s Fenway Park, and New York drew influential audiences and captured wide press attention. Now available across key U.S. markets including Florida, Massachusetts, New York, and Connecticut, Ozama has already begun carving a distinct presence, praised for its originality, emotional weight, and bold identity.

“Ozama is more than a rum. It’s a tribute to my roots and the future of my country.” David Ortiz, Founder

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“Appartement 103 brought a unique blend of creative excellence and strategic thinking to the Ozama project. Their ability to translate our vision into distinctive, premium packaging exceeded expectations, and their collaborative approach made the entire process seamless and inspiring. » Jaki Palacios, CMO