Maison Linea is very proud to have supported Barbancourt rums in their international development strategy, and in so doing to honor 160 years of success and history. Before working on the relifting of the packaging range and brand identity, the designers focused on the strategic redesign of the brand, so that it blossomed perfectly around a key positioning: “Rhum Barbancourt, L’âme d’Haïti”.
Worked out in the form of a Brandbook, this internal document ensures the consistency of the customer experience across various markets and distribution channels, while reflecting the quality of the rum, innovation and Haitian culture of the Barbancourt brand.
In terms of brand identity, Maison Linea has imagined a more premium packaging, with more international recognition codes, dedicated patterns, a strong color field (blue and orange) and simplified reassurance elements.
“We’ve reworked the label, which is now clearer, with colors reminiscent of two-tone. We’ve also reworked the iconography, which is the star and the cane goddess, simplified the label and rearranged the elements. We integrated the slogan “Haitian since 1862″ into the logo”, she explained.
In addition, Rhum bottles are now changing from screw caps to cork stoppers. Cases, too, are changing. They are pre-cut and their colors correspond to the color identity of each product. The “3 stars” are identified in red, the white Rhum in pale blue, the “5 stars” in royal blue and the estate reserve in gold.
Rhum Barbancourt, whose alcohol is produced from cane juice, has set itself the mission of being Haiti’s ambassador, bringing the soul of Haiti to life around the world. “Internationally, we want to bring to life the experience of our culture through the quality of the Rhum we produce, and above all demonstrate our ability to innovate as a Haitian product”, Thaïs said.
Winner of more than thirty gold medals in international competitions, the first of which dates back to 1882 in Amsterdam, Barbancourt wants to restore the grandeur of the Barbancourt estate and, in particular, restore its lustre to Haiti. “We want to perpetuate our know-how, which has been passed down from generation to generation.”
Rhum Barbancourt… “Haitian since 1862″.
- Agency/Creative: Maison Linea
- Article Title: Maison Linea Creates Branding and Packaging Design for Rhum Barbancourt The Soul of Haiti
- Organisation/Entity: Agency
- Project Type: Packaging
- Project Status: Published
- Agency/Creative Country: France
- Agency/Creative City: Cognac
- Market Region: Europe, North America
- Project Deliverables: Brand Design, Brand Guidelines, Brand Identity, Brand Redesign, Brand Strategy, Logo Design, Packaging Design, Packaging Guidelines
- Format: Bottle, Box
- Industry: Food/Beverage
- Keywords: rum, Haiti, Barbancourt,
Designers: Maison Linea