custom-cover-arrow

BACARDI

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.

bacardi-thumbnail
desktop-home-hero
bacardi-image-mobiles
BACARDI-IMAGE 2 – BVI

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.

images-detail

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.

bacardi-image-grid

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.

BACARDI-IMAGE 2 – VERSIONING

Previous designs: Initial to "Final" (from left to right)

bacardi-home
desktop-product-hero

THE RESULT —

The resulting website is vibrant, engaging and expressive, with a strong sense of the brand heritage.

More Work—

© 2023 SABRINA GAYLE