Rojo

Client: Bacardi

Brand Personality: Fun, Extroverted, Playful, Edgy, but also Sophisticated (reprice point)

Target Market: •Canadian • Males (Primary) 19-40yrs • Female (Secondary) 19-40yrs
• Young adults & older adults looking for something different. Showing sophistication and taste!

• $15,000to $60,000 annual income –depending on age/job
• consumers can purchase at the LCBO in Ontario – and other locations depending on the province.

• interesting flavor
• amber rum
• interesting twist/offering

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Concept

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I used the elements of graffiti on the type to attract young consumers. Exaggerated graffiti and brilliant colors can make Bacardi rum stand out on the shelf. I also added Cuban painting elements to the graffiti and the label of the neck, to create a sense of coziness to the rum packaging. The color I used on the graffiti typography is Bacardi's red and yellow which innovate while not completely losing the brand’s awareness. The bottle color is translucent red rendering the product taste which is warm with an intense, moody character. Using graffiti elements to design this rum can attract young potential customers, and match the brand personality which is Extroverted, Playful, and Edgy, but also Sophisticated.