The heat and passion of Cuba has warmed up airports across Europe, thanks to Havana Club. This wonderfully informal and exuberant brand, brought with it a rich heritage and a dark colour palette to match. A new twist was required to frame the planned series of summer promotions, pop-ups, activations, bars and lounges.
In 2014, Munich airport duty free shopping was the first to benefit from Fieldwork’s new lighter visual identity, retaining the brand heritage but injecting a brighter, sunnier personality to go with the summer season. This also began the strategic move to take Havana Club towards a more premium positioning, where its range of differently aged products could sit comfortably together.
Amsterdam’s Schiphol airport was the site for the new look pop-up shop, opened in 2016. We continued to refine and evolve the new visual identity, to enfold both the top-end Máximo Extra Añejo and the entry level Havana Club 3 Años. The new colour palette is inspired by Havana Club 7 Años and plenty of genuine props and fresh ingredients create a truly vibrant Havana atmosphere, in the heart of Europe.