Bacardí

Building an icon for generations to come.

Sector

Food & Drink

Deliverables

Brand Strategy
Portfolio Strategy
Brand Visual Identity
Global Packaging
Living Voice
Comms Messaging

CHALLENGE & IMPACT+

The BACARDÍ family first approached us in 2013 to reinvigorate a heritage brand which had lost its way in a declining category.

Throughout our decade-long partnership, we've worked to reposition and redesign their entire portfolio: premiumising and entering new spaces.

This has helped to return the brand to its rightful place and significantly boosted commercial growth: 3.9% YOY in a category that declined 0.4% in 2019 and an 18% growth between 2019 and 2022.

CULTURAL PURPOSE+

BACARDÍ is a brand with a rich history and heritage to pull from. Through our work, we re-established BACARDÍ as the icon and definitive family of rum. One whose cultural purpose is to bring expressive energy and real integrity to every moment.

OUTCOME+

We reinvigorated their iconic brand equities and put bold authenticity alongside expressive movement at the heart of the brand.

Starting with a global redesign, redrawing the bat, and a global visual identity that drew on the family archive. Our continuing collaboration enables BACARDÍ to move and speak with real confidence and freedom.

Percentage growth following the redesign18%

Over the years, we've had a great experience working with Here. The team have reinvigorated our iconic bat branding and packaging, successfully capturing the expressive movement at the brand's heart and our campaign 'Do What Moves You'. Most importantly, they’ve done so whilst still staying true our Bacardi heritage that we value so deeply.

Maria Gallis, Senior Global Brand Director Bacardi Rum