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For the launch of its new product Añejo Origen, Havana Club wanted to create a strong and distinctive brand territory capable of embodying the Cuban soul through a contemporary expression. The objective was to design a label and a global identity that would tell a story even before the bottle is opened, offering an immersion into the Origen universe, where tradition, modernity and strength meet.
We imagined a visual territory conceived as a narrative, with a label designed as an open window into the world of Origen. Every graphic element becomes a symbol of transition between day and night, light and warmth, heritage and renewal. The label and identity were crafted as a space ready to welcome us into the Origen universe.
The orange and black palette expresses this duality, capturing a suspended moment between the end of the day and the beginning of the night, between conviviality and intensity. Our approach combined strategy, design and art direction to ensure complete coherence across packaging, campaign and all brand touchpoints.
The result is an expressive object, alive even before it is opened, encapsulating the essence of Havana Club: authentic, vibrant, rooted in culture and deeply contemporary.
