Two years after launch, Pa’lante underwent a rebrand that marked a deliberate evolution. The identity moved away from references to Latin American revolutionary icons toward a visual language shaped by Latinofuturism — reimagining the past to better express the duality of U.S. Latino identity.

As Brand Advisor, I partnered closely with Pa’lante’s Creative Director to guide the creative direction in collaboration with independent brand and packaging studio Young Jerks. Together, we refined the packaging and brand system to better reflect the community surrounding the brand while preserving core elements like the thorny rose — a visual expression of Pa’lante’s spirit: a little wild and just left of refined.

The rebrand deepened Pa’lante’s commitment to dual heritage, honoring Mexican rum production alongside Cuban tradition while embracing the ethos somos de aquí y de allá — we are from here and from there.