Light up your fuego.
Candela is the ultimate expression of Mamajuana, the legendary drink of the Dominican People. Inspired by the invigorating elixir of the Taíno Shamans and suppressed by dictators during the twentieth century, Mamajuana has been kept under the radar and off the shelves for centuries - until now.
A smooth blend of Dominican rum, natural spices, and honey, this cultural icon has been passed down from generation to generation.Candela is full of vibrancy and texture, with its brand embodying the feeling of an exotic, lush vacation in the Caribbean.
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Rebranding in a way that more embodies the culture, spirit, and energy of this Dominican rum.
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Inspired by the warmth and spiciness of the Latin people’s rhythmic way of life, our vision for the Candela brand is centered around a lovestruck heart framed by a lush landscape, representing the stimulant qualities of Mamajuana and its Dominican roots.
We paired this mark with a playful and expressive, yet modern typeface that portrays a sense of fun in an aspirational way. Candela’s iconic “LA” reveals an association with the Dominican shoreline.
In its visual communications, Candela is bold and charismatic while exuding a confident and charming brand voice that celebrates the fire within.
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Strategy
Brand Identity
Visual Guidelines
Collateral
Stationery
