Our assignment was to design packing for Big Five's new canned Cocktails line as an extension of our prior branding project for the Florida-based rum. There were no bigger clubs than the Big Five: The Vedado Tennis Club, the Miramar Yacht Club, the Biltmore Yacht & Country club, the Havana Yacht Club, and the Casino Español. Big Five Rum celebrates the breezy, cosmopolitan leisure of those clubs and the Cuban spirit that flowed through them. Florida's coast is only 90 miles from Cuba, and we wanted to hone in on the relationship and roots between the two exotic destinations and their legendary back-stories.
Our objective was to create an aesthetic that would provide a general tone representing the Big Five social clubs without directly linking to any one club in particular. The packaging for these cocktails—while based on the label designs we created for the Big Five Rum collection—gave us the opportunity to expand the brand with a bright and fresh take on the original line's labels to reflect the laid-back yet effervescent energy felt throughout the Cuban social scene.
The design needed to feel approachable and fun while still being lavish and elevated like the rum labels. The 5 is meant to feel like it's floating above a large stage, such that you can almost imagine stage lights and velvet curtains in the scene, while the bright colors reflect the bold flavors of the refreshing cocktails.