Bacardi Original
I N T RO D U C T I O N The Bacardi company was founded over 150 years ago in Santiago de Cuba, and is still run by the Bacardi family today.The rum starts life in a white oak barrel and has is lovingly crafted by the Maestros de Ron (Master Rum Blenders).The skills and knowledge used by the blenders are passed down from generation to generation and take over 10 years to learn fully. Bacardi is considered uncool and dated to drink and also a womanly drink to order. It’s also considered to be a low quality spirit when this isn’t the case.
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Bacardi Original is a new product for 2013. The drink is a higher concentrated percentage and is based on the original flavours of the Cuban brand. The target audience is 18-24 year old males. The advertising campaign and promotioal material surounding the drink will focus on the ‘hands-on’ traditional aspects that makes a man such as being an outdoor traveller or life as a sailor bringing rum from Cuba to the UK with hints of traditional life in cuba. This will be emphasised through relevant objects and packaging surrounding the product as well as vintage photography.
Style Guide 2013
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Bacardi Original
I N SIGHT Targeted at Groups of Lads, the main idea of the product is to focus on groups of lads along a historical timeline. This could be anything from the founders of Barcardi, having a tipple to the Navy Lads who brought it over to the UK, and drank some of teh stock on their way. The idea is to link the modern day with the heritage of the company.
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Bacardi Original
B O T T L E The idea for the design of the bottle was simple. Take direct influence from the original designs of Bacardi. I decided to use a serif typeface which is the identity of the company and work in some of the old logo’s to create a contemporary re-work to bring things up to date whilst still heavily focussing on traditions.
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Style Guide 2013
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Bacardi Original
R E VERSE The back of the bottle would be a little bit more up-to-date. I created this arrangement of type which will display the important detials of the bottle in a contemporary fashion.
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Style Guide 2013
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Bacardi Original
C O L O U R Again, I wanted the colour scheme to be based on the traditions which is black, red and gold but I also wanted to create a really vintage feel which is why i used the subtle ivory colours which hints of red and black above.
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Style Guide 2013
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Style Guide 2013
D I S P L AY B O X The display box will be placed at the back of bars and along with advertisments will help promote the drink in this environment. The main idea wasthat the bold asthetic of this would be enough to make 18-24 year old males want to purchase a BACARDI Spiced & Coke.
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Bacardi Original
C O N TENTS Here are some potential items that could be placed in and around the box to help really bring the traditions of the company into the modern day bar experience. 1. Bacardi Original (1 Litre) 2. 20 x Bacardi Cuban Cigars 3. The Story of Bacardi Original 4. Bacardi Original Hip Flask 5. Cut Throat Razor 6. Don Bacardi Spectacles
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Style Guide 2013
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Style Guide 2013
S E RVI N G S U G G E S TIONS Number One The first idea is to serve the drinks in a planting tray. The drink containers would then be together in groups which would in turn enhance the experience of groups of males drinking together. Number Two. The Second idea is to serve the drinks in jars mason jars with lids. This would create a unique selling point which would persuade a young male more to purchase a BACARDI Spiced Rum & Coke.
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Bacardi Original
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D E R I S N G
Number One The first of the portrait advertisments is a stripped back minimalist approach. The focu is on the image of the rum and the serving glass with the typography and colour scheme to re-inforce the asthetic of the heritage. Number Two. The Second idea is to use photography that will make males of today relate to males of yesturday. For example, this image shows sailors sharing out BACARDI Rum on deck of a ship.
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D E R I S N G
Number Three & Four The larger billboards will be consistant, keeping with the theme of the others. The layout will be slightly different to interact better with the dimensions and the use of different photographic images could be used as a larger set. For example, here I have used an image of Don Bacardi, the creator of Bacardi.
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Style Guide 2013
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Bacardi Original
WEBS I T E It is important to have a website alongside the printed promotional material for the product. The idea was to have a seperate website from Bacardi, to promote the single product and this will be layed out in the style of the display box. The icons can be clicked which will in turn direct you to boxes which will pop up on the page, allowing you to interact with each section.
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Design by Sam Lane 2013