Score
Studio Thirst celebrates Caribbean culture with Ponche Kuba redesign
The redesign of Ponche Kuba by Studio Thirst highlights the importance of modernizing heritage brands to appeal to contemporary audiences. By focusing on Caribbean culture and connecting with the diaspora, brands can enhance their relevance and expand their market reach.
Design Week: First created in 1942 and crafted at Mount Gay Distilleries in Barbados, Ponche Kuba is a rum cream liqueur with more than eight decades of heritage. Mount Gay commissioned international design studio Thirst to modernise the brand for a new generation, strengthening its connection with the Caribbean diaspora while introducing the drink to global taste […]
The article discusses a significant rebranding effort that modernizes a heritage brand, which is impactful for brand strategy, especially in culturally rich markets, while also offering insights that are relevant to professionals in the industry.