Rumba is a Caribbean rum brand inspired by the rich culture, heritage, and folklore of the Caribbean islands. Its smooth coconut flavor, fermented and distilled in Barbados, reflects the detail and quality poured into crafting this unique and delicious drink. Rooted in storytelling, Rumba was created to ward off the Diablesse and to honour the traditions of the Caribbean.
Services:
Brand Identity, Strategic Design, Packaging Design, Illustration Design, 3D Design
The Design Approach:
The visual identity was built around the storytelling of Caribbean folklore and history, reintroducing ancient symbols and modernising them in a way that preserves both authenticity and cultural meaning. The packaging and branding were designed to appeal to a younger audience, balancing heritage with contemporary aesthetics.
The Logo:
The Rumba logo uses a bold, simple typeface to create an impactful word mark. Its clean design allows the audience’s attention to naturally shift toward the central illustration, the brand’s most vital storytelling element.
The Illustration:
t the heart of the identity is the Zemi figure illustration. Inspired by ancient Caribbean history, the Zemi was reimagined with a friendlier, warmer approach to intrigue new customers while respecting its cultural roots. This modern adaptation adds both personality and narrative depth to the brand.
The Packaging:
Minimal yet purposeful, the packaging design highlights Rumba’s storytelling. It includes instructions for the brand’s signature cocktail, The Devil’s Cure, as well as details on the “Sip for Good” initiative, where every bottle sold helps bring clean water to communities across the Caribbean.
Behind The Design:
Rumba was an incredibly exciting project to develop because it required deeper research into history and culture. That exploration not only added value to the brand but also reinforced the importance of understanding and respecting cultural heritage in design.
This project also gave me the opportunity to experiment with Blender 3D: a tool I had always wanted to bring into my workflow. Using 3D visualisation elevated the presentation of the packaging and made the storytelling more immersive.
As with all my work, my focus for Rumba was clear: to communicate, engage, and bring value both to the brand and to its customers.
