HAVANA CLUB REBRAND

Cast your mind back to 2018 – was Havana Club cool? No, no it wasn’t. I was a part of the rebrand with the amazing Impero London, making the brand more Gen Z focused.

Different variations of the Havana Club logo with a small statue of a man on top, displayed in a grid, each with different colors and backgrounds.
A page with a bold black header that says 'OUR VOICE IS...'. Below, there is a poem or statement about self-awareness, social awareness, and having fun, using playful language, emojis, and symbols.

A brand new tone of voice,
An updated visual world,
A series of fashion partnerships,
And a new way to advertise cocktails.

I think what I’m most proud of with this project is how well it has aged. The design still covers corner shops, the clothes are still getting sold and resold on Vinted, and it still looks damn sexy – in the world of Gen-Z rebrands, that’s pretty rare.

Stylized logo featuring large red lips with a lit cigarette, the text 'Havana Club' in white, and a small figure of a man with a guitar standing on top of the logo.
A group of people socializing indoors, with one man in the center holding a cup and smiling, wearing a black jacket, while others are engaged around him, all in casual attire.
Person with dreadlocks wearing a black jacket with gold text and logo on the back, in an urban environment.
Back view of a person wearing a black jacket with a large graphic logo on the back featuring Japanese characters, a red circle, and a yellow figure holding a musical instrument.
Various Havana Club branded stickers and labels, including Mojito, Cuba Can, and Daiquiri, with prices displayed.
A woman with curly blonde hair shopping at a store, holding a bottle of Havana Club rum, with a man and a shopping cart in the background.
A man wearing a black baseball cap, with chains around his neck, holding a black cup, standing against a white wall with a ceiling of pipes above his head.

Select Works

JL Christmas

DT Summer

Random