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Pa'lante Rum Rebrand
Role
Head of Brand & Creative Director
Project type
Re-brand, Brand Building, Photography, Design
Date
2024
In 2024, after two years on the market, we undertook a rebrand that marked a clear evolution for the brand. We moved away from Latin American revolutionary icons toward a visual language rooted in Latinofuturism and magical realism to better reflect the duality of U.S. Latino identity.
The rebrand also allowed us to more clearly honor our dual heritage, highlighting Mexican rum production alongside Cuban tradition and the idea of somos de aquí y de allá (translation: we are from here and there). Partnering with Young Jerks Studio, we refined our packaging and branding to better align with what bartenders and the on-premise community want to see behind the bar.
