Brutalism and authenticity to reach a new audience
Havana Club 7 wanted to approach a new audience more closely connected with urban culture. We were commissioned by agency Gner to help them to define the artistic direction. The main goal was to create a visual system for its new communication campaign by updating the graphic code of the brand.
The graphic concept is born from the combination of two worlds. On the one hand, the aesthetic features that characterize this new audience (sports fashion review of the 90s, analog details, wild presence of brands, typographical repetition, etc.). On the other, the poster culture and the flaking facades so frequent in Cuban architecture.
Brand: Havana Club
Agency: Gner
Strategic and creative direction: Gner
Photography and audiovisual production: Gner
Roles: Art direction, Title design
Agency: Gner
Strategic and creative direction: Gner
Photography and audiovisual production: Gner
Roles: Art direction, Title design
