Premium rum La Hechicera has been released in the UK and Columbia, with branding identity and positioning created by Brandhouse.
The rum, owned by the Riascos family in Columbia, has seen Brandhouse tasked with the creation of a brand identity and design to reflect its heritage.
The bottle has been designed to feature an illustration inspired by drawings of the first botanical expeditions in South America, while the blue crest includes a number of motifs that form an H.
A ‘cigar-style’ label has also been used, alongside a Latin inscription of the neck of the bottle, which translates as ‘resolute in being, gentle in execution’.
Crispin Reed, managing director of Brandhouse, explained: “La Hechicera is a truly authentic and premium product, so we needed to create a brand which really reflected those qualities. The rum has layers of complexity, blended together in perfect balance using the complex solera process by the Riascos family. The concept of La Hechicera had to highlight the superiority of the products whilst making sure it was true to its rich heritage. Creating the brand for the first quality premium Colombian rum in the market was fantastic – we had the opportunity to define what Colombian rum is.”