The ’ultra premium’ product has been created by six ’maestros roneros’ experts, led by Don Jose Navarro. Hand-picked rums are blended and aged in specially selected barrels chosen for the aromatic potential of their wood.
Nude was tasked with creating packaging to reflect the product’s ’quality, status and authenticity’.
The consultancy was appointed to the work about two years ago, according to Nude co-founder Bernard Gormley. He says Nude was appointed by Havana Club brand-owner Pernod Ricard following a pitch which also involved at least three other British and French consultancies.
Nude has created new packaging, including a new bottle design, for the product, which Gormley says was originally branded as Cuban Barrel Proof.
The consultancy says that the new bottle shape ’has elements reminiscent of the prestige Havana Club expression Maximo Extra Anejo, creating a clear differentiation from the core range, which includes the two flagship rums Havana Club 7 Year Old and Havana Club 3 Year Old.’
The wood-effect packaging references Cuban cigars, as well as the wooden barrels used to age the product.
Nude says, ’A neck tag label further highlights its rich Cuban roots, while the wood-effect outer box references authentic Cuban cigars, tradition and craftsmanship.’
The range will be made available across key markets including the UK, Spain, Germany and Italy, as well as the travel retail market.