Branding & Editorial Design
The Brief:
To look into the history and current marketing and advertising strategies employed by Bacardi and aim to target a more masculine target audience. The Response:
I looked into what society deems as manly characteristics and traits and used that as the basis of my design. I created three different styles, each linking to a stereotypical masculine profession and that portrayed certain masculine features.
Bacardi Superior bared a naval theme promoting courage and linked with the history of rum, Bacardi Oakheart showcasing one of the most manly jobs in history, the lumberjack, giving the notion of strength and power and Bacardi Black portraying the modern gentleman adding in the feeling of grandeur and sophistication.
All three featured individual label designs as well as promotional packaging that reflected each theme.

All works © 2015 bentmdesign.

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