Pa'lante Brand Creation

After years in a cookie-cutter corporate creative world, Pa’lante Rum emerged as my COVID-era fever dream and allowed me to build the kind of brand I’d been chasing my entire career.
Our goal was to breathe new life into the rum category and tell a story that hadn’t been told before. Each of our products was represented by rebellious Latin American heroes who, much like us, played by their own rules.