Museum of Rum

FULL BRAND EXPERIENCE

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The Museum of Rum —
San Juan 

 

Role — Designer
Timeline — Spring 2017

The Museum of Rum was a project that derived from both my Latin American heritage and my love of all things rum. My goal was to bring the rich heritage and tradition from the historical distilling process to young consumers — a branding strategy that was unique in its industry.

San Juan was chosen as the location for the Museum of Rum because of its cultural history and its immense popularity for both rum distilleries and rum runners throughout history. The city encompassed the character and flare of the Caribbean, which I wanted to showcase in the design of the museum. Through the implementation of color, overlaying island shapes, and carefully considering the process of rum-making, I've created an inviting and fun brand that is carried throughout environmental design, packaging, apparel, and promotional material.

The logo was created around the islands of Puerto Rico themselves, where the main badge is a simplified form of the island Mona; one of the most popular spots in the Puerto Rican islands for rum runners and rum distribution. The other islands were overlaid the badge to create the colored shapes and streaks.

 
 
 
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 THE STRATEGY

The goal of the MoR brand design was to bring in young, millennial tourists, and therefore increase recognition and create a large presence in social media. To infiltrate the digital space, I wanted to create a bright, colorful palette that was unique and embraced the flare of the Caribbean. Paired with white and san serif fonts, the look results in a clean, modern, and uninhibitedly bold take on the traditional rum appeal. A custom icon system was created for the wayfinding design to resemble this modern flare as well.

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ON SOCIAL

The Museum of Rum project blew up on social media, specifically Behance. Its high-concept nature and unique color palette made it an attractive piece to designers and art directors alike.

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