Bacardi
Oakheart, a spiced rum from Bacardi, needed a distinctive identity that could stand apart in a crowded spirits category. Rooted in the character of American oak and the spirit of Detroit, the brand called for a visual world that felt authentic, confident, and unmistakably its own.
Working collaboratively to shape the brand strategy, we developed a comprehensive identity and design system inspired by the textures, typography, craftsmanship, and culture of the American heartland. From packaging and custom lettering to advertising, merchandise, and film, the work established a recognizable personality that could extend across the brand experience.
The following work was conducted by Brad Blondes in his role as Partner and Chief Design Officer at Ming, supported by the design team under his leadership.
Building a brand with character
The identity drew on the visual traditions of American craftsmanship, with expressive typography, woodcut-inspired graphics, custom iconography, and a rich, tactile material palette.
These elements formed a flexible design language that extended beyond the bottle into branded objects, packaging, promotional materials, and environments.
Creating a world around the brand
Oakheart's identity was designed to evoke more than the product itself. It reflected a particular attitude and lifestyle, grounded in camaraderie, independence, hard work, and an appreciation for things made with character.
Photography, messaging, and art direction brought this personality into focus, establishing a recognizable aesthetic across advertising and social communications.
Bringing the brand to life through film
The visual language extended into motion through a cinematic approach to storytelling rooted in the brand's Detroit-inspired identity.
Industrial landscapes, workshops, motorcycles, and everyday moments of craftsmanship helped establish an atmospheric world for Oakheart, translating its personality into a more immersive brand experience.