A NEED FOR A BRAND WORLD THAT LIVES UP TO THE BRAND VISION
Visionary Brugal set its sights on becoming the number one ultra-premium rum brand by 2030. The existing brand world had become disparate and not differentiated in category when compared to its main competitors. It wasn’t communicating a luxury brand story to the consumer and semiotically not living up to the brand aspiration.
Brugal approached Kinship to create a differentiated, unified and ownable visual identity that had the ability to build Brugal as the welcoming ‘house of rum mastery’ and invite consumers to experience the rich history and exceptional quality of this Dominican rum.
IDENTIFYING THE IDEA
It was important to capture the warmth of the Brugal brand story, origin and family of maestro roneros in a new and engaging way. The key for the new visual look and feel was brought to life using Brugal’s unique positioning, openness and perseverance in achieving the best possible in everything it does as a business from its rum making process to its positive impact on the communities of the Dominican Republic. The idea behind the brand world is the welcoming ‘house of rum mastery’. This uniquely reflects Brugal’s Dominican origins and exceptional rum making process, carefully crafted since 1888.
CREATING OWNABLE BRAND ASSETS
The brand world visually captures Brugal’s mastery, unique warmth, and welcoming-ness; with refined semiotics and bespoke assets, strengthening the ‘house of rum mastery’ idea. The new brand world is progressive in creating a prouder logo and ensuring the consistent use of its ownable rich blue brand colour and golden net asset, something differentiated in the category. Alongside this, the careful selection of materials, props, and home inspired units; builds the world and invites consumers into the brand.
ASSETS FOR ALL TOUCH POINTS
Beyond pack and in-store, the digital world is being updated globally to align with the ‘house of rum mastery’. Effectively using exquisitely crafted icons and considered photography that elevates the storytelling throughout the consumer journey. Reflecting the dedication to quality that has allowed each stage of the rum making process to be meticulously perfected over time.
ACCELERATING GROWTH GLOBALLY
The new brand world has allowed Brugal to accelerate its rate of growth across its key markets by clearly capturing and articulating the brand world for consumers. The creation of the ownable assets are successfully allowing all of Brugal’s international markets to execute and activate the brand across all touch points (on-trade, off-trade, communications and experiential activations) in a breakthrough, ownable and differentiated way – clearly landing the brand as an ultra-premium rum.