Pa’lante approached me to help reimagine the rum category.

In 2020, I led the creation of the brand identity and packaging system for Pa’lante’s debut rum line, establishing the logo, typography, color palette, illustration style, and overall art direction. Each expression was represented by rebellious Latin American figures who, like Pa’lante, played by their own rules.

In 2022, as the company expanded, I returned as Brand Advisor to partner with the Creative Director in guiding the design for the new premium Dark Rum. In collaboration with independent brand and packaging studio Young Jerks, we developed a label that elevated the offering while maintaining cohesion across the portfolio.

Aged in American and Mexican white oak barrels, the dark rum embodies Pa’lante’s ethos — celebrating the duality of the Latinx experience by honoring what it means to be both from here and from there: “Somos de aquí y de allá.”