Bacardi Brief - Design Direction Boards

___Sam Lane

___Bacardi Brief

____Proposal

____Company History

____Research

I will create a new brand of rum within Bacardi called ‘Bacardi Original’. This drink will be a stronger percentage and and based on traditional connotations of men drinking spirits, bringing in roots of cuban heritage. It will heavily be inspired by traditions of outdoor activites an the life of a sailor as well as objects related to this. This will help Bacardi reconnect with 18-24 year old guys in bar environment.

The Bacardi company was founded by a man called Don Facundo Bacardi over 150 years ago in Santiago de Cuba, and is still run by the Bacardi family today. The rum is created in a white oak barrel and has been lovingly crafted by their Maestros de Ron (Master Rum Blenders).The skills and knowledge used by thier blenders are passed down from generation to generation and take over 10 years to learn fully.

- Bacardi History - Bacardi Products - Cuban History - Sailors - Pirates - Middle Class - Student Lads

___Proposal & Background

- Bottle Design - Packaging - Advertising Campaigns - Vinatge Design - Desirable Beverages

___Sam Lane

___Bacardi Brief

____Best Made Co.

____Bottle Shape

____Oak Packaging

Best Made Company® is dedicated to equipping customers with quality tools and dependable information that they can use and pass down for generations. It is primarily aimed at a male audience selling equipment such as Axes, Maps, Compass’s and knives. I really like the whole branding of the product and design style and feel that this approach would be a direction that would work well for the re-brand of ‘Bacardi Original’.

I really like the idea of keeping with cuban history and making the bottle shape traditional. This will be a wide bottle with a handle and a cork.

I decided that I really want to focus on the oak barrels that are used to create the unique rum. I want to recreate the style of the rum through to the packaing by creating stencils or laser cutting logo’s into the box. I would like to package the old school bottle in a box with straw around it.

____Bottle Design The label needs to be classic but also stand out above everything else. I want to print directly onto the bottle and be quite minimalistic with the design, much like traditional bottle which couldn’t really afford to have lavish packaging.

___Pacakging Research

___Sam Lane

___Bacardi Brief

____Range

____Style

____Tone Of Voice

I’m looking at creating a whole identity around ‘Bacardi Original’. This will include various different branded products and advertising campaign ranging from posters and bar displays to glasswear, bottle packaging and other items that relate to the lifestyle of a MAN. This could include a compass, glasses, a hip flask, cut throat razor, a pipe, a necklace, matches, notebooks and maps. The packaging will take the form of an oak barrel or box which the wum bottle will sit in.

I want the general style to reflet the history of Cuba and also play on roles of masculinity in historic society. This could be Pirates or Sailors drinking rum, but I need to stay clear of Sailor Jerry’s and Captain Morgan’s. I would like to use vintage photographic imagery juxtaposed with contemporary design to produce a humerous but desirble campaign.

I also want the advertisment campaign to have a humerous feel which is why I have been looking at some of the WKD advertisments. But I need to find a balance between desirable and humerous in order to appeal to the correct target audience.

I plan for the product/s to be neatly laid out which is on trend within the age group at the minute and certainly will work with my ideas of creating a ‘Lifestyle’ as appose to a drink.

___Design Direction

___Sam Lane

___Bacardi Brief

____Branding

____Advertising

____Type

I’m looking at creating a whole identity around ‘Bacardi Original’. The brand will be clean cut deisgn but also focussing heavilly on the traditional routes, right back to using elements of the original logo and also vintage designs and advertisments. This would run through on all products and be married with unusual vintage and luxurious packaging to make the product become the first thing to order in a bar.

I want the general style to reflet the history of Cuba and also play on roles of masculinity in historic society. I want the brand to be desirable and somehing that looks ‘cool’ to drink.

GEORGIA

I want to achieve this by juxtaposing vintage imagery of a group of ‘Lads’ with clean cut designs to give the product a classy but also humerous feel that will sppeal to the target audience.

AVENIR 85 HEAVY

___Design Development

____Colour Scheme