Coming to us with the beginnings of a handwritten logo and a strong vision, Fincasa wanted our help to develop packaging and a brand system that celebrates Latino heritage within the spirits space. This rum barrel-finished rye whiskey uses a labeling system that is inspired by original immigration papers and photographs from the founder’s family.

On the front label, below the logo, lies a hand-drawn illustration of the family land in Puerto Rico, where their story begins. The illustration is framed like a vintage photograph, true to the artifacts they shared with us and will share through marketing efforts, tying the brand back to family and their roots.

Layered on top is a detailed lithographic-style label, reminescent of cigar labels (another carribean area export) to share liquid details. This bottle design acts as an invitation to discover and appreciate the story of family, history, and heritage that inspired this whiskey.

The essence of the Fincasa brand is paying homage to family, connecting to our past and honoring the Puerto Rican and Latino culture. When discussions began around how to develop the brand, we received historic documents and family photos. Taking inspiration from these images and wanting to create another element to help tell their story, we expanded upon the identity system to include a badge with an image of the founder’s grandmother’s home to symbolize and connect to their origins.

Each bottle of Fincasa is a whiskey that has been aged in a rum barrel. These barrels come from all over Latin America and the Caribbean islands. Atop the bottle is a tamper tape reminiscent of vintage exported goods. This element matches the color of a stamp found on the main label to identify the barrel’s origins. These bright accents will clearly denote the expression as the brand grows in the future.