OUR AMBITION AS A BRAND:

LEAD THE RUM REVOLUTION BY

RECRUITING THE NEXT
GENERATION OF RUM DRINKERS
 OUR BRAND AMBITION

WE’RE REACHING OUT TO A

NEW AUDIENCE

Previous Strategic Target New Strategic Target

The SOCIOS The younger “street
culture” tribe

Millennials who value craft, heritage, Youth who look towards powerful,
and the humanisation of products. visual brands that can inspire them.

3
 OUR BRAND AMBITION

HOW WE WILL WIN WITH THE NEW TRIBE

AND BUILD ‘CULT BRAND’ STATUS

Be the Rum of Live the High- Embrace our Always be

the Streets
We are the rum of the streets
– we feel most at home in
the urban environment.
Low Lifestyle
On the streets – we’re
luxe. At the high-end,
we’re street.
Cuban Roots Brand Proud
We embrace the raw, 
 We embrace our logo and
lo-fi and DIY attitude of 
 brand. We wear it with pride
Cuba and street culture. and we are confident enough
to be playful with it.

4
 OUR BRAND AMBITION

A NEW APPROACH TO OUR DRINKS STRATEGY

We’re moving from a perfectly stylised “drinks strategy” to a more visual and occasion based “drinking strategy”

Old Approach to our Drinks New Approach to our Drinks

TARGET SOCIOS WITH AN IDEALISED TARGET THE STREET CULTURE TRIBE

‘HIPSTER’ LOOK AND FEEL WITH A RAW AND AUTHENTIC ATTITUDE
“I’m proud to say I drink Havana Club because it’s a “I’m proud to be seen drinking Havana Club because it
tasteful, well-made product with real craft credentials” tastes good and looks cool”

5
 REFERENCES

OUR NEW LOOK

We’re lo-fi DIY, kitsch-cool, from the streets. It’s all about the high-low lifestyle – looking glam
on the street, looking street when it’s glam. It’s not easily defined, but c’mon… you get it.

LO-FI/DIY/KITSCH HIGH-LOW LIFESTYLE FROM THE STREETS

6
 THE

STYLE GUIDE
 LOGO

OUR LOGO
Our pride and joy. What a good lookin’ logo it is. These are our classic logos.
If you need a logo for any brand communication, you can always count on
these guys.

PRIMARY LOGO ONE COLOUR LOGO ONE COLOUR LOGO


(REVERSED)

8
 LOGO

PLAYING WITH THE LOGO

Our logo has all the makings of a cult brand icon. But that doesn’t
mean we should be precious with it. In fact, it means the opposite.

LO-FI + 3D OVERSIZED CROP OVER-BRANDING DISSECT

9
 LOGO

PLAYFUL LOGO TWISTS Logo versions will be

supplied to markets
Always confident, always cool. Our playful brand logos can be used seasonally by the HCI
for limited batch BTL, merch and digital — to give some swag to team. Please do not make
the brand. your own versions.

LEOPARD GOLDEN CAMO GLOBAL

KURABU GRID CHROME PIXELATED

10
 LOGO

EL RON DE CUBA
'El Ron de Cuba' is our BTL tagline. Use it on
POS, L3F materials and other BTL assets.

DRUK BOLD

DRUK WIDE MEDIUM

MAIN TAGLINE TAGLINE STACKED

This is the main tagline, using various weights The tagline can also be stacked
of Druk with the same character height. using different weights for
portrait usage. EXECUTIONS EXAMPLES

11
 LOGO

LOGO USAGE
There are just 2 simple rules you should keep in mind.

1. CLASSIC LOGOS 2. PLAYFUL LOGOS

The classic logos are king: if in doubt, stick with these. But if you're in the mood to play, you can use the logo
Use them loud and proud in your communications. twists on limited batch BTL, merch & digital designs.

12
 COLOURS

BRAND COLOUR PALETTE

Our primary colour palette is derived from our brand colours. These are the colours of all our brand communications.
The wider accent colour palette allows us to be playful with the brand. The colours are intentionally bright, partly
inspired by our Cuban heritage, and partly so that we can create loud, clashing palettes.

PRIMARY COLOURS

Black Yellow Red White

#000000
 #FFDD00
 #FF2232
 #FFFFFF


R0 G0 B0
 R255 G221 B0
 R255 G34 B50
 R255 G255 B255

C0 M0 Y0 K100
 C0 M10 Y100 K0
 C0 M95 Y80 K0
 C0 M0 Y0 K0

Opaque Black PANTONE Yellow 012 U PANTONE 485 C Opaque White

ACCENT COLOURS

Gold Blue Light Blue Turquoise

#E6B220
 #004FFF
 #009CFF
 #7AFFDF

R230 G178 B32
 R0 G79 B255
 R1 G156 B255
 R122 G255 B223

C10 M30 Y90 K0
 C85 M70 Y0 K0
 C70 M30 Y0 K0
 C40 M25 Y0 K0

PANTONE Metallic 10122 C PANTONE 300 C PANTONE 299 C PANTONE 331U

13
 COLOURS

BRAND COLOURS IN USE

14
 COLOURS

COLOUR USAGE BY VARIANT

If you're making a very specific communication about one HC variant,
you can consider adjusting the balance of our brand colours:

HAVANA CLUB 7 HAVANA CLUB 3 HAVANA CLUB

ESPECIAL
Signature colour: Black Signature colour: Yellow Signature colour: Blue / Black

15
 FONTS

LEAD FONTS
PLAN B FONTS

HC7 STREETS HELVETICA BOLD

HELVETICA NARROW BOLD

DRUK (VARIOUS WEIGHTS)

The lead fonts are HC7 Streets and Druk (various weights),
HELVETICA NEUE BOLD EXTENDED
they should be used for headlines and titles. HC7 Streets is
available on the Brand Cloud and Druk can be purchased and
licensed locally.



Headline and title text is always UPPER CASE.



HELVETICA NEUE BOLD CONDENSED
Don’t mix the two lead fonts together on the same line. For
variations combine different weights of Druk together but not
within a single word.
 If Druk is unavailable, just use Helvetica Bold.

 (It’s all pretty similar right?). There’s Helvetica
Headline and title text can be experimented with - see Narrow Bold, Helvetica Neue Bold Extended and
suggestions on slide 19. Helvetica Neue Bold Condensed to get the
various weights.

16
 33
FONTS WHAT
WHAT 66
LEADS USUS
LEADS TOTO WHAT'S
WHAT'SOUR
OUR
EVOLVE?
EVOLVE? PLAN?
PLAN?
12 24
BODY TEXT WHAT WILL
CHANGE?
WE WILL
REMAIN

AaBbCcDdEfGgHh 1212 2424

WHAT
WHATWILL
WILL WEWE
WILL
WILL
CHANGE?
CHANGE? REMAIN
REMAIN
IiJjKkLlMmNnOoPp
HELVETICA LIGHT FOREWORD

AaBbCcDdEfGgHh Launched internationally in the mid 1990’s as part of

the Havana Club FOREWORD
FOREWORD
International joint venture, Havana

IiJjKkLlMmNnOoPp Club and particularly 7YO quickly established itself

asLaunched
one internationally
Launched
of the in the
internationally
cult midmid
in the
spirit brands for1990’s as part
1990’s
the of of
as part
dance music
thethe
Havana Club
Havana International
Club joint
International venture,
joint Havana
venture, Havana
generation.
HELVETICA REGULAR Club andand
Club particularly 7YO7YO
particularly quickly established
quickly itself
established itself
as one of the
as one cultcult
of the spirit brands
spirit for for
brands thethe
dance music
dance music
Now it is time for us to recruit the next generation,
generation.
generation.
Helvetica Light is used for any body text, small disclaimer text or once again spear-headed by 7YO. This handbook
for terms and conditions. Like this text.

explains
NowNow exactly
it isittime how
for
is time we
us to
for us towill
recruit go
theabout
recruit next
the that task,
generation,
next generation,


once again
once spear-headed
again by 7YO.
spear-headed ThisThis
by 7YO. handbook
handbook
Helvetica Light should not be used in any other format.

explains exactly
explains how
exactly we we
how willwill
go about thatthat
go about task,
task,

 the Street Culture Obsessives.
Helvetica Light is the desired weight, but Helvetica Regular can
also be used if legibility is low at a smaller scale. thethe
Street Culture
Street Obsessives.
Culture Obsessives.
We hope to inspire you to join this journey with us
and
Wehelp
hope
We make
hope to Havana
to inspire Club
youyou
inspire to join the Cult
thisthis
to join Spirit
journey with
journey Brand
us us for
with
a new generation.
andand
help make
help Havana
make Club
Havana thethe
Club CultCult
Spirit Brand
Spirit for for
Brand
a new generation.
a new generation.

Nick Blacknell
Nick Blacknell
Nick Blacknell
Marketing Director of Havana Club
Marketing Director
Marketing of Havana
Director Club
of Havana Club

17
22 2
 FONTS

FONTS WITH EXTRA PERSONALITY

WINGDINGS + WEBDINGS NOE DISPLAY BOLD BOOK ANTIQUA BOLD

ABCDEFGHIJKLMNOPQRSTUVWYZ
ABCDEFGHIJKLMNOPQRSTUVWYZ
The aim of Wingdings/Webdings is to provide If available, Noe Display Bold can be used as a If available, Book Antiqua and Book Antiqua Bold
quirky and targeted extra graphics. It should be fun alternative to HC7 Streets, Druk and can be used as a fun alternative to Helvetica
used sparingly and almost randomly.
 Helvetica when you want to break the rules and when you want to break the rules and change up

 change up the look of your titles and headline the look of your body text.
Try and replace letters with similarly shaped text.
Wingdings/Webdings.

18
 FONTS

TYPOGRAPHY USAGE
Bold, rule-breaking typography (see… we told you it’d look good)

Repeated text Combine filled/
 Crop and mask type Mix fonts, heights & Use different typefaces
outlined text widths together

Artificially compress Vary tracking and Use thumbnails, wingdings Use similar font Write it upside down.
fonts when you can justification and drawn elements pairings Because we can.

19
 TEXTURES

BRAND TEXTURES
Brand textures can be used as backgrounds, or overlay textures.

LO-FI
 URBAN
 FROM CUBA



 
 

Noise, glitches and renderings can be used to Concrete, canvas and other urban textures can be used to Embracing the raw, immersive attitude of Cuba,
create a lo-fi background. create a street-style background. through motifs, tears and patterns.

Glitches Noise
Distressed

Street poster
 Concrete Torn paper
surfaces
paper

Halftone
 Deliberate

rendering low-resolution

Palm trees/

Off white
 Asphalt Tiles
vegetation
Grainy
 canvas
gradients

20
 TEXTURES

BRAND TEXTURES
How they come together.

A C L U B
LO-FI URBAN FROM CUBA

Vision
Distressed

surfaces

Noise

dbook
Noisy
 Off white canvas Concrete
gradients
Deliberate

low-resolution Torn paper

Asphalt Palm trees/
 Tiles

Halftone
 Street poster 

vegetation
rendering paper
Glitches

21
 TEXTURES

TEXTURED FRAMES
These frames are designed to boldly clash with the art that they surround.

Vary the patterns used in frames, mix and cut contrasting

patterns. Use snippets of other patterns or flat areas of colour.



Keep frames unequal and non-linear, cut them jaggedly or use
a slanted path.

22
 TEXTURES

ADDED TEXTURE DETAILS

Scribbles and tears can be used to create a DIY/lo-fi look.

Torn up paper
 Remember Microsoft Paint?
 Tape tape tape 



 
 

Use paper & torn edges in place of flat Draw paths with a single stroke. 
 You can fix a lot of things with tape.
backgrounds, in charts/graphs and to to If there’s a space – add a scribble. Highlight Use it to frame stuff, label things, or
draw attention to certain elements. words and underline like a rebellious kid. put things in a box.

23
 PHOTOGRAPHY

LIFESTYLE PHOTOGRAPHY
Self-aware, confident, playing it up, reacting, posing… that’s what we’re after. The people in our
photos know that they’re being photographed, and they’re lovin’ it.

Some technical 

photography rules:

• Single source of light (front flash)

indoors or at night
• Natural film grain
• Soft vignette
• Limited use of Black & White images

24
 PHOTOGRAPHY

PHOTOGRAPHY TREATMENTS
Overlaid textures applied to create a raw, lo-fi aesthetic.

Noise VHS Lines Misaligned RGB Channels

25
 PHOTOGRAPHY

VISUAL TREATMENTS
Play around with these treatments to give your photography a more street vibe.

REPEATED ELEMENTS DISSECTED IMAGES IMAGE IN IMAGE

26
 THE

TONE OF VOICE
 TONE OF VOICE

OUR VOICE IS…

Short. Sharp. On-point. 


More of a mate than a mega-conglomerate.

We’re self-aware, and socially aware. Woke and witty. Bad and boujee.

With a little wedge of thrown in for fun.

We’re not try-hard, work-hard, in-your-face, look-at-us.

It’s not about what we say, but rather how we say it.

Sometimes, we let our look speak for itself 

When we do talk, we’re not going to explain it for anyone.

If you don’t get it, meh – pity.



We’re not here to make you like us, cause, well… you already do. 

We’re just having fun. 



C U FOOLS.

28
 TONE OF VOICE

ON A SCALE WE’RE…

Apathetic Enthusiastic
We’re not overly-excited or enthusiastic. We’re dry and slightly
sarcastic. It’s aloof confidence.

Short & sharp Grandiose

No need for stupidly big words or long sentences. 


Keep it snappy AF.

Self-aware Self-important

We know we’re a brand, we make rum, we have fun. 


Some other brand can save the world.

“This is the most

“Ha” hilarious thing I’ve
ever read.
We are not the funniest guy in the room. But we may throw a Seriously, so funny.”
snide comment into the ether every now and then.

29
 TONE OF VOICE

TONE OF VOICE GUIDELINES

1. Write Human 4. Don’t Take It Too Seriously

Try and write like a human being, rather than a brand. We’re a rum. We’re not here to change the world.

A human being wouldn’t say ‘You’re not living unless you’re If Kanye’s being a dick again, you can definitely send out a witty
sipping a Cancha tonight’, a human being would caption their response. But if people are talking about nuclear war - keep
cocktail pic with, “When your drinks are fancier than your life.” those opinions on the inside.

No being offensive. No being a creep. Yes to a bit of banter

every now and then. And a big yes to having a bit of fun.
2. Avoid ‘Try-Hard’ Slang
Lit, fam, bae, dabbing – no to all of that.

There’s a fine line between sounding cool, and sounding cringe. 5. Speak Their Language

You can use slang if it’s done in a relevant way, but try your If the cool kids in your country don’t sound like this – speak
hardest to not sound like you’re trying too hard. their language. English, French, Zulu – whatever. Feel free to
mix it up. Just stay true to the street tribe vibe.

3. If You’ve Nothing Good To Say…

Don’t say anything. Our visuals can speak for themselves. Don’t
speak just because there’s a spot that says ‘insert copy here’.

If you have something funny or good to say – do it. Otherwise,

shhhh.

30
 TONE OF VOICE

OUR NAME
Our name is an icon in itself. We’re confident enough to play with it, and not be precious.

We say it loud and proud, Havana Club




We sound it out, HA-VA-NA CL-UB



We condense it, HC



We tribe it, CLUB CANCHA 



We spell it out, H A V A N A C L U B



We shout it, HAVANA CLUB!!!!!!



We repeat it over and over again,

HAVANA CLUB HAVANA CLUB
HAVANA CLUB HAVANA CLUB
HAVANA CLUB HAVANA CLUB

HAVANA CLUB

31
 TONE OF VOICE

KEY MESSAGES
Here’s how we talk about…

Who we are Occasions Drinks

We’re Havana Club. 
 We will bring the luxe life to We don’t overcomplicate
HC for short.
 the streets, and the streets to things - we call our drinks by
El Ron de Cuba.
 the high-end.
 their names.

The Rum of the People.
 
 

Drunk in Havana.
 Day or night.
 Cancha for the whole crew. 

Banned in America.
 House party, hotel lobby.
 It’s daiquiri weather.

At home on the streets. Seen with rappers, Daiquiri days.

skateboarders, street HC and Coke or Cuba Libre.

fashionistas.
 Rum. Coke. Ice. Done.

On the street, on the stage.
 Get into an old-fashioned.

Back of the bar, in front of the Straight up. If you straight up
camera.
 need one.

At the after party and the after 

after party.
 See our drinks strategy and
Never alone, part of the crew. Cancha/Daiquiri campaign
assets for more detail.
32
 TONE OF VOICE

OUR PASSIONS
Hip-hop, streetwear, collabs… when we talk about the shit we love, 

we still do it in our way.

COLLABORATIONS MUSIC STREETWEAR

We introduce collaborations with
simple statement posts. No ‘we’re
so happy to announce…’ or ‘we’re so
grateful for…’ this isn’t the Oscars.
We like the music of the streets. Loud
hip-hop heard in basements. We
borrow popular lyrics as copy when we
feel like it. We’re not fangirls for
anyone.
Trainers always on-point. Look always
fresh. When we talk about streetwear
we aren’t overly #fashion about it, we
let the look speak for itself. Sometimes
we poke fun at the general basicness
of fashion.

HAVANA CLUB // PALACE. 


01/20/2019 – You’ll see.

Every week is fashion week.

Rum drops (drop tops)

33
 TONE OF VOICE

HIERARCHY OF MESSAGING
Oh yay, a table.

OUR NAME 

¡ LOUD & PROUD ! Havana Club
ATL TAGLINE Cuba Made Me

BTL TAGLINE El Ron de Cuba

JUST IN CASE 

YOU MISSED IT: HAVANA CLUB HAVANA CLUB HAVANA CLUB

WHO WE ARE OUR OCCASIONS

OUR PASSIONS
We’re Havana Club. HC for At the after party and the OUR DRINKS
WHAT WE
 Collaboration. Music.
short. El Ron the Cuba. The after after party. Day or night. See below for all the deets.
TALK ABOUT Streetwear. Sport. We like
Rum of the people. At home, on the street...hell,
the good stuff.
even the hotel lobby.

HAVANA CLUB HAVANA CLUB HAVANA CLUB 


CANCHA
OUR DRINKS Our serve for you and your crew.
Batch it up. Dish it out. Get it?
Check out the drink campaign for
more details.
DAIQUIRI
Trashy, frozen, fun. It's a Daiquiri Day,
the best way to spend Summer in the
city. Read all about it in the drink
campaign.
CUBA LIBRE
It’s a simple drink – but it’s a damn
good one. Rum. Coke. Ice. Done. 

HC and Coke or Cuba Libre.

OUR ATTITUDE

34
 Enough with the rules.

What does this actually look like?

35
ON TRADE
 ON TRADE

GLASSWARE & SERVING MATERIALS

DAIQUIRI DAIQUIRI
CONES SLUSHY
MACHINE

CANCHA CUP

HERO JUG

DAIQUIRI
CERAMIC CUPS

37
 ON TRADE

STICKER BAR MENUS

Havana Club card menu that doubles as a sticker.

Havana Club 7 

Cancha

Havana Club 3 Mojito

Havana Club Especial Cuba Libre Havana Club 3 Daiquiri

38
 ON TRADE

STAFF UNIFORMS
For bars, festivals and events.

39
OFF TRADE
 OFF TRADE

CUBA LIBRE/MOJITO GLASS

Value added gift featuring different twists on the HC logo.

Glass gift on-pack

41
 OFF TRADE

BIODEGRADABLE PLASTIC CUPS

For off-trade giveaways, sampling, festivals & events.

42
 OFF TRADE

PREMIUM HIP FLASK GIFT PACK*

In clear perspex boxes. The contents speak for themselves.

*Foot mould required.

43
 OFF TRADE

SHELF BARKERS & WOBBLERS

For Havana Club 3 and 7

44
 OFF TRADE

GONDOLA ENDS
Over-branded supermarket end-of-aisle.

45
 LIFESTYLE
MERCHANDISE
HIP FLASKS
In clear perspex boxes.

47
POOL WEAR
Summer merchandise.

48
T-SHIRTS

*Concept mock-ups only. Not actual art.

49
JACKETS

50