DON Q RUM
A RUM REBRAND MEETS THE JONES ACT
What is Don Q Rum?
Don Q Rum is a premium Puerto Rican rum brand produced by Destilería Serrallés, a family-owned distillery with a rum-making tradition that dates back to 1865. Named after the literary character Don Quixote, the brand was officially launched in 1934 and reflects the Serrallés family’s longstanding pursuit
of craftsmanship, quality, and innovation. Today, Don Q is recognized as Puerto Rico’s best-selling rum, offering a wide range of expertly crafted expressions while continuing to honor more than 150 years of heritage and sustainable rum production.
What is The Jones Act?
The Jones Act is a U.S. federal law enacted in 1920 that requires goods transported between U.S. ports
to be carried on American-built, owned, and operated ships. Because Puerto Rico is subject to the law, shipping goods to the island can be more expensive, increasing costs for businesses and residents. This can affect essential products such as food, household goods, and construction materials, making the Jones Act an important and debated part of Puerto Rico’s economy.
Project Overview
Redesign Don Q Rum label and brand identity all while spreading awareness for the Jones Act. Incorporating all elements of design,
Branding, Packaging, Typography, and UI/UX.
-
Redesign Brand Identity while showcasing heritage through visual storytelling. All while spreading awareness of the Jones Act.
-
Develop a label design that delivers an educational or activist message about The Jones Act. This message can be subtle, direct, or interactive.
-
Construct a full brand standards publication that includes; final label redesigns, packaging concepts, interactive components/visual mockups, photographs from Tony Hoffer, and supporting research and documentation.
-
Final bottle designs will be photographed professionally by Tony Hoffer. You will be collaborating/art directing with Tony to plan look, style and setup.
Concept Sketches
This first design showcases the beauty of Puerto Rico through El Yunque National Forest and local town scenery. A Taíno symbol represents the island’s rich heritage, while the message “Keep Puerto Rico Beautiful” encourages environmental pride and preservation.
This modular sticker design highlights both the beauty and challenges of Puerto Rico. One side celebrates the island’s beauty and culture, while the other represents the hardships associated with the Jones Act. The tagline “Abolish the Jones Act” brings attention to the debate surrounding the law.
The contemporary design combines Puerto Rican heritage with a modern visual style. A Taíno symbol represents the island’s history and culture, while distinctive typography adds a bold, contemporary feel. A star icon represents the Puerto Rican flag and reinforces the design’s connection to the island.
Revised Sketch
After further development, I decided to combine both concepts into a single, cohesive design. This composition maintains a contemporary aesthetic while providing space for impactful wildlife imagery and supporting messaging.
The phrase “Wildlife Outgrows Citizens” serves as the central message, illustrating how the effects of the Jones Act have contributed to population decline in Puerto Rico. As residents continue to leave the island, wildlife increasingly reclaims and occupies spaces once inhabited by people, emphasizing the relationship between depopulation and the island’s changing landscape.
Label Variations
After further discussion and evaluation, I concluded that the wildlife border on the front and back labels distracted from the Don Q logo. To strengthen the visual hierarchy, I decided that the Q should serve as the primary focal point of the label.
To reinforce the concept of wildlife “overtaking” the island, I incorporated the Flor de Maga, Puerto Rico’s national flower, into the design. The floral elements appear to grow over and around the Q, symbolizing the way the effects of the Jones Act have overtaken Puerto Rico and contributed to the island’s transformation.
Brand Standards Publication
In addition to the bottle packaging, we were required to design and construct a brand guidelines booklet. For this project, I was honored to receive the Story in a Book Award from Jason Alejandro, a Puerto Rican designer, and the Department of Art + Design in recognition of the booklet’s design and craftsmanship.
I designed and hand-constructed a hardcover booklet with a custom belly band, learning traditional bookbinding techniques throughout the process. Using materials such as bookbinding cloth, bookbinding tape, and chipboard, I built the booklet entirely from scratch.
