Havana Club, the world’s best-selling super-premium dark rum brand, has evolved the look of its Ready-to-Drink (RTD) range, in collaboration with international design consultancy JDO. The vibrant design captures the brand’s ‘Spirit of Cuba’ energy, unifying the range across global markets and setting the stage for thrilling future expansion.

Following a bold repositioning, Havana Club has emerged as a trendsetter, infusing the spirits category with the tremendous energy of Cuban creativity. Amidst the booming global RTD market, Havana Club is set to amplify its presence by enriching its RTD offerings with an array of Cuban cocktails, promising diverse and captivating drinking experiences of exceptional quality.

To harness this immense potential, JDO developed a dynamic design architecture. With meticulous attention to detail, they ensured every element exuded allure, premium quality, and instant recognisability, making the brand stand out on the shelf. 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.”

Nathalie Parte, Marketing Director at Havana Club, comments, “Havana Club holds a special place in the hearts of many, both in Cuba and globally. JDO’s design beautifully captures Havana’s rich heritage and vibrant energy, resonating deeply with our community-driven audience who share our passion for celebrating the spirit of Cubania.”

Caitriona Murphy, Portfolio Manager for RTDs at Pernod Ricard, reflects, “JDO has created a design system that significantly enhances Havana Club RTD’s presence on the shelf, making it stand out in this dynamic, ever-evolving category. 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.”