Rebranding in a way that more embodies the culture, spirit, and energy of this Dominican rum.

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.

Strategy

Brand Identity

Visual Guidelines

Collateral

Stationery