The brand
The goal of the MoR brand design was to bring in young, millennial tourists, and therefore increase recognition and create a large presence in imagery on social media. To infiltrate the digital space, I wanted to create a bright, colorful palette that was unique and embraced the flare of the Caribbean and demanded attention. Paired with white and san serif fonts, the look results in a clean, modern, and uninhibitedly bold take on the traditional rum appeal. A custom icon system was created for the wayfinding to resemble this modern flare as well.
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