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RUM HAVANA CLUB 7 ANOS

Technical & industrial development

New Packaging

Havana Club 7 Años rum is a dark rum and aged between 7 and 14 years. Aged and complex rum, it is the ambassador par excellence of the Cuban know-how of aging and traditional production. In line with a strategy of premiumizing its rums, Havana Club has decided to redesign the identity of the 7-year-old rum. It all happened  ! New visual universe, new bottle, new label.

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  This new design reflects the authenticity and deep Cuban roots of Havana Club 7 as well as the colorful exuberance of a multi-faceted Cuba, while being part of the current trend of craft packaging for alcohols and spirits.

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  A new Havana Club 7 Años is born. Bolder and rounded, it flourishes in rounded shapes and boldly displays its authenticity. But what about its industrial feasibility?  ?

 

OUR MISSION

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Because a new design must also be industrially producible, our mission was to combine the creative impulses of the Havana Club design agency with the industrial constraints of its suppliers in order to obtain a design valid for the hour of production to millions of copies.

For this, our 3 guidelines have been  :

 

#  On the marketing side , always remain faithful to the authentic and exuberant identity of the initial design developed by the marketing teams.

 

#  On the industrial side , limit the investment linked to the modification of the bottling line.

 

#  On the financial side , to remain at a price level compatible with a premium rum produced on a large scale.

 

 

Our consulting mission was therefore twofold  : consultancy work in packaging development and permanent intermediary between the marketing teams and the design agency on the one hand and the industrial teams and logistics buyers on the other.

How ?

 

Concretely, our collaboration with Havana Club during the two years of development of the new Havana Club 7 has resulted in :

# Investigation and approval of potential suppliers. Preliminary working meetings with the Havana Club design agency, leading to close collaboration.

# Development of the glass shape: design of glass plans and resin models to validate the overall shape of the bottle.

# Research and testing of several uncoated textured papers to give a craft and very high quality appearance.

# The production of aesthetic models in industrial conditions to prejudge the final industrial rendering and made available during marketing validation meetings and consumer studies: offset printing of labels with embossing, gilding, production of hollow glass models filled with rum.

 

# The development of a flat 3D embossing tool in brass for a better embossing finish.

# The industrial development of the bottle with the glassmaker:

Development of test molds and monitoring up to the production line.

 

# The drafting of precise specifications, always with the approval of marketing.

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