DON Q RUM

An iconic family-owned brand, Don Q Rum is produced in Ponce, Puerto Rico, embodying quality, heritage, and Puerto Rican pride. This rebrand aims to elevate the existing design and challenge the Jones Act, a maritime law that disproportionately impacts Puerto Ricans. The Grand Reserva and Cristal rum labels present a bold, elegant aesthetic drawn from the island’s beauty, a postcard motif, and Don Quixote’s vision of a “perfect world.” Beneath the postcard-perfect surface there is a narrative delivered through letter-inspired visuals promoting reflection and dialogue. Hand-applied foils and wax details reinforce the brand’s commitment to craftsmanship. Both bottles received an award for best packaging from Puerto Rican graphic designer, Jason Alejandro. 

REBRANDING | PACKAGING | INTERACTION