DON Q RUM

A RUM REBRAND MEETS THE JONES ACT

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 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.

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.‍

The Jones Act, enacted in 1920, requires goods shipped between U.S. ports to be transported on American-built, owned, and operated ships. Because it applies to Puerto Rico, it has increased shipping costs for businesses and residents, affecting essentials like food, household goods, and construction materials. ‍

  • 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 guidelines booklet 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

CONCEPT SKETCH ONE

This design celebrates Puerto Rico through El Yunque National Forest and local town scenery. A Taíno symbol honors the island’s heritage, while “Keep Puerto Rico Beautiful” promotes environmental pride and preservation.

Concept Sketch 2

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 combined both concepts into one cohesive design, balancing a contemporary aesthetic with impactful wildlife imagery and messaging. “Wildlife Outgrows Citizens” highlights Puerto Rico’s population decline, illustrating how wildlife reclaims spaces as residents leave the island due to the Jones Act.

Label Variations

After further evaluation, I found the wildlife border distracted from the Don Q logo, so I made the Q the primary focal point. Flor de Maga elements grow around the Q, reinforcing the concept of wildlife “overtaking” the island and reflecting the Jones Act’s impact on Puerto Rico.

Brand Guidelines Book

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.

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