DON Q RUM

A rebrand with something to say

The primary DON Q logo serves as the brand’s main identifier and should be used in most applications to maintain consistency and recognition. It represents the core expression of the brand and anchors the visual identity.

    PRIMARY LOGO

The secondary DON Q logo adds versatility to the identity system, offering horizontal and vertical variations that create more visual and layout flexibility. This mark supports the primary logo by adapting to formats where space, scale, or composition call for an alternate lockup.

      SECONDARY LOGO

don q cristal rum

This rebrand uses Don Q as a vehicle for advocacy, pairing brand identity with social and economic awareness to highlight the impact of the Jones Act on Puerto Rico.

The project adopts the language of celebration to mark 105 years of the Jones Act, not as an act of praise, but as a way to expose the discomfort of what is being commemorated. By framing the moment like an anniversary, the rebrand asks the viewer to pause and consider what that length of time has meant for Puerto Rico.

THIS REBRAND TREATS THE CONCEPT OF AN “ANNIVERSARY”, NOT AS SOMETHING TO HONOR, BUT
TO EXAMINE.