Vault49‘s London studio was tasked to help Ricardo Rum celebrate its ‘Uniquely Bahamian’ brand essence and launch its first ready-to-drink (RTD) offering. The challenge? Drive brand awareness and connect with new consumers, specifically younger emerging audiences, by delivering a modern, Bahamas-focused experience.
“The Bahamas is a feast for all the senses, and there was so much to soak in and draw from,” says Jonny Bateman, Creative Director of Vault49’s London studio. “Every element of our design needed to feel real and authentic to Bahamians who know and love the Ricardo brand, whilst simultaneously being culturally relevant to the younger generation looking for new drinking experiences. The color pops of the houses and shops, the countless hand-painted signs navigating you around the 700+ islands, and the sights, sounds and spirit of Junkanoo, an annual festival and parade that celebrates Bahamian culture, all offered up rich visual inspiration for our design strategy.”
Design details across the new Ricardo RTD brand world and packaging include a color palette that celebrates the uniquely Bahamian flavor combinations of the new RTD offerings; hand-drawn illustrations of each fruit that build on the flavor stories, plus representations of the sun, sea, sand, and native plants for extra authenticity; hand-drawn type based on the naturally distressed painterly signs found all over the islands; and handmade textures inspired by the buildings and environment.
Vault49’s work also spans key visuals, social media assets, and the development of a photography style that captures the ‘Uniquely Bahamian’ moment of drinking, socializing, and island life. The team also collaborated on a suite of launch materials including POS and experiential activations.
