As Brand Advisor, I provided guidance on design and creative direction to support Pa'lante's overall vision. To bring this Dark Rum to life, we enlisted independent brand and packaging studio Young Jerks.   

For this project we were tasked with creating label designs for the launch of Pa'lante's new Dark Rum. Given that we already have 4 products in the market, it was important that this new product stood out as a more premium product while making it on-brand and cohesive with the existing product labels.

​

A unique factor of this new Dark Rum is that it's aged 50% in American white oak barrels and 50% in Mexican white oak barrels. We saw a unique parallel to this production process with Pa'lante's own brand ethos of celebrating and uplifting the duality of the Latinx community. Our goal was to combine this sentiment of being a U.S. Latino and the production process to develop packaging for a rum that is one of a kind in the market.

“Somos de aquí y de allá.” / “We are from here and from there.”

​