Don Q Rebrand
This Don Q packaging rebrand explores Puerto Rican identity, heritage, and the social impact of the Jones Act. Created during my senior year in my Special Topics: Design for Social Good course, the project transformed a traditional rum label into a Trojan Horse design that doubled as a platform for education and activism. I incorporated the Puerto Rican vejigante mask into the branding to symbolize cultural resilience, resistance, and the preservation of Puerto Rican heritage.
Goal: The objective of this project was to create a socially driven Don Q packaging redesign that used branding, symbolism, and interactive storytelling to highlight Puerto Rican identity, resilience, and the economic challenges caused by the Jones Act.
Current Branding
Proposed Logo
Color Palette
The color palette blends Puerto Rican heritage with a modern premium aesthetic. Deep teal symbolizes resilience and culture, while coral and mauve add warmth inspired by the Caribbean. Bright turquoise brings freshness and helps the brand stand out with a bold, recognizable identity.
