Brand redesign & NPD
Licoreras Cihuatán has selected us to dig deep into their culture to fully reposition its core range, making it remarkable within the crowded world of premium rums.
This 360° project involved robust strategic insights with portfolio management, naming development, brand identity redesign, secondary packaging, advertising campaign collaterals as well as POS materials.
In the Nahuatl dialect, "Cihuatán" means "the land beside the sleeping woman". The legend says that a Goddess came to Cihuatán Valley and bestowed this land with riches and fertility. Under her grace, Cihuatán has blossomed into fertile sugarcane fields and the purest of waters, key ingredients used to craft the rum.
It is from this original Mayan myth that we built the base of an entirely new visual identity, using powerful illustrations as vital brand assets, conveying its unique stories. Camouflaged at the heart of every illustration, the designs trigger consumers' curiosity by taking them through the odyssey of the Mayan gods.
Cihuatán Indigo symbolises Tlaloc, the Mayan God of rain, fertility and water. Often symbolised by a snake, we represented his power through a beautiful intertwine illustration with flamboyant colours.
Cihuatán Cinabrio is a 12 years old rum in reddish colour tones, a symbol of Kinich Ahau, the Mayan God of the sun. Legend has it that the Sleeping Woman, guardian goddess of the Cihuatán valley, interceded before Kinich Ahau so that he energised the valley with its heat.
Cihuatan Obsidiana is an exclusive traveller's edition. This enigmatic black stone was sacred to all Mayan, as forged by the fire of god-sent lightning. Going deeper into its myth, the Goddess Itzpapalotl was the embodiment of obsidian, both exquisite and fierce. She was known as the Obsidian Butterfly whose ornate wings were carved out of this precious stone.
All labels were printed with the highest level of details and quality cues, carefully followed by our creative team. The labels boast embossing details with crafted paper texture and hot foil stamping, creating a subtle yet overt premiumisation across these products. The oak wood closure has been laser engraved with the icon, conveying an extra touch of craftsmanship and elegance.