Middle Boop Studios were contacted by Havana Rum who were looking to use their Havana Rum 7 to connect to a new demographic of the Gen Z market. Withy the idea of standing out on the shelf and most importantly in the club. 

We worked on a lot of research of the new core demographic they wanted to attract and developed three different key visual routes with inspiration deep rooted in new fashion trends, art and music to bring the three new label designs to life. Route one was a foil blocked route which connected heavily with the demographic and also massively stood out, route two was neon, based around rave culture and route three was Genz Space - based more around fashion. We then went on to create an out of home campaign for all three routes.