Light up your fuego.
Candela is the ultimate expression of Mamajuana, the legendary drink of the Dominican People. Inspired by the invigorating elixir of the Taíno Shamans and suppressed by dictators during the twentieth century, Mamajuana has been kept under the radar and off the shelves for centuries - until now.
A smooth blend of Dominican rum, natural spices, and honey, this cultural icon has been passed down from generation to generation. Candela is full of vibrancy and texture, with its brand embodying the feeling of an exotic, lush vacation in the Caribbean.
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As part of Candela's growth strategy, we were tasked with designing a playfully sexy and Latin-infused brand system, packaging, and collateral design that authentically embodies the culture, spirit, and energy of this Dominican rum that's pioneering a new space in the rum category.
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Inspired by the warmth and spiciness of the Latin people’s rhythmic way of life, our vision for the Candela brand is centered around a lovestruck heart framed by a lush landscape, representing the stimulant qualities of Mamajuana and its Dominican roots.
We paired this mark with a playful and expressive, yet modern typeface that portrays a sense of fun in an aspirational way. Candela’s iconic “LA” reveals an association with the Dominican shoreline.
In its visual communications, Candela is bold and charismatic while exuding a confident and charming brand voice that celebrates the fire within.
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+ Brand Strategy
+ Concept Development
+ Brand Story & Messaging Development
+ Identity Design
+ Color & Gradient System Design
+ Graphic Pattern & Illustration Design
+ Visual & Graphic System Design
+ Collateral Design
+ SKU Packaging Design
+ Campaign Design
