DON Q RUM
THIS DON Q REBRAND reconnects its identity to the cultural roots of Puerto Rico through inspiration drawn from bomba, an Afro–Puerto Rican tradition shaped by resistance, rhythm, and community. Historically performed on and around rum barrels, bomba transformed tools of labor into instruments of expression and defiance. Referencing this history, the project positions bomba and the rum barrel as vessels for cultural storytelling and as platforms for raising awareness of the Jones Act’s lasting negative impact on Puerto Rico.
Goal : Design and create a branding system for Don Q Rum that acts as a Trojan horse to educate mainland US voters about the negative impacts of the Jones Act in Puerto Rico.
Don Q’s current branding
and packaging.
A little history lesson…
Bomba is a centuries-old Afro–Puerto Rican tradition rooted in resistance that blends drumming, dance, and song, and remains central to the island’s cultural identity.
Rum production in Puerto Rico began on sugarcane plantations during the colonial era and continues today as a key part of its culture and economy, shaped by brands like Don Q.
The Jones Act mandates U.S.-built and operated ships for domestic trade, increasing import
costs and contributing to economic strain in
Puerto Rico.
Proposed Logo
This reimagined Don Q logo uses bold, simplified forms to express strength, heritage, and a contemporary Puerto Rican identity. The oversized Q acts as an anchor, symbolizing the island’s resilience
and the brand’s enduring legacy.
sophisticated
modern
timeless
Color Palette
These colors were chosen to reflect the passion that Puerto Ricans carry out in all aspects of their life but especially when Bomba dancing.
This shape references the triangle of the Puerto Rican flag, acknowledging both its symbolism and history of restriction. By restoring the island’s original teal in the Don Q rebrand, the design reclaims a color tied to Puerto Rico’s identity, freedom, and voice.
The Mark
The rebrand features all classic rums: Cristal, dark, and golden rum. Each featuring the new labels, Bomba dance decal, and white linen ruffle, neck seal.
