Destilerías Bernal set us the task of creating a rum that would revitalise its existing Constitución brand and reach out to a younger customer base with a more casual “summer nights” style. We could not, however, ignore the company’s 80-year history or its founder, a figure of eminence and the inspiration for the original brand.
The famous story behind the rum.
The Papaúpa rum label had to convey the product’s Dominican spirit as a Caribbean rum aged on the shores of the Mediterranean in brandy casks, while at the same time conserving its distillery’s trademark identity. It comprises a totem-style mask made up of organic lines typical of the Dominican Republic’s pre-Columbian culture. This serves as a background for the rounded lettering panel and the stamp containing references to the company’s foundation back in 1929. The design draws together different centuries, worlds and cultures producing a visual impact full of light and depth.
CLAP (2017, Platinum, Best Packaging)