After creating a new logo and word marque for Bacardi we were asked to re-design their core packaging. Our intention was to create a marked contrast with the previous identity and especially the packaging by including detail about the making of the rum and its history. Every element of our design echoed the care that goes into the making of the rum from the tactile qualities of the paper through to the printing, foils and finishes. The bottle labels are printed on cane fibre, a by-product of sugar cane, intrinsic to the making of Bacardí rum. The new bottle is based closely on those used in the nineteenth century and features unique embossings and messages.