DonQ

Branding | Packaging | UI.UX

DonQ is a rebrand project focused on the impact of the Jones Act and how it affects Puerto Rican imports. The concept connects rum to the larger issue of shipping restrictions and trade. Visual elements like the Flor de Maga and sugar cane highlight Puerto Rican heritage and the roots of rum production. The shape of a cargo ship is incorporated to represent the Jones Act, and a band wrapping around the bottle mimics a boat moving across water. Together, these elements create a clear visual system that ties culture, trade, and identity into the rebrand.