CLIENT
Bacardi
MY ROLE
Design
Art Direction
AGENCY
Proximity
YEAR
2018
Responsive website to showcase Bacardi's heritage story.
Bacardi Limited is one of the largest privately held, family-owned spirits companies in the world. As part of the realignment of the Bacardi brands, we were tasked with redesigning their website.
Leading the design, I developed the visual direction and oversaw website asset creation. I worked closely with our motion designer to help bring it to life, and inline with the new look and feel.
THE PROBLEM —
The existing website was uninspiring, lacked the brand’s Caribbean heritage and product focus, with low opportunity for user engagement.
LOOK AND FEEL —
Vibrant, bold interpretation of the brand
With an abundance of elements to work with such as the typography, colours and brand graphics, I set about establishing a look and feel that would encompass the Caribbean heritage and true essence of BACARDÍ.
Credits: Sabrina Gayle (Design), Gil Peres (Motion)
A combination of strong and subtle elements were utilised, such as the image framing devices and the heading decorations, respectively.
Extra levels of detail and interest were added such as parallax scrolling and animation. This included fluttering leaves and a heritage lockup created using various assets, helping add to the fun and character of the page.
CONCEPTING —
Pushing the creative and shifting focus
Earlier versions followed the wireframes quite closely and utilised the brand pattern and black to create a premium feel. However, we needed to push the creative further and be more distinc from the other brand sites. This prompted a more creative approach to how the various assets were used and shifted the focus heavily to concepting ways to hero the vast product range.
Previous designs: Initial to "Final" (from left to right)
THE RESULT —
The resulting website is vibrant, engaging and expressive, with a strong sense of the brand heritage.