Bucanero Max Beverage Packaging Design
Jump delivers the essence of premium and power with bold packaging aimed at the testosterone-driven consumer.
Cerveceria Bucanero S.A., a Cuban brewery, was looking to round out their portfolio of beers by introducing a premium priced, extra strength offering to the Cuban market. They solicited Jump to develop the logo and packaging for Bucanero Max, a lager with 5.4% alc./vol., that would appeal to the testosterone-driven consumer seeking a badge of quality. The challenge was to design a masculine brand that was a step above its brother brand, Bucanero Fuerte, which had already been positioned as a strong beer for real men.
Using a colour palette of black and gold, Jump developed an identity for the Bucanero Max brand that was powerful yet communicated a premium quality. It retained the equity of the pirate associated with Bucanero Fuerte but in a version that was distinctly more aggressive. Translating this to print advertising brought about the creation of “Fuerza Maxima”, the campaign that featured bulging biceps emerging from the bottle in a style that mirrored the intricate detailing on the label. This combination was carried across all marketing material from magazine ads to delivery vehicles.
Bucanero Max immediately rose to become the top selling beer in the country in 2006, enabling Cerveceria Bucanero to command a premium price point, thereby increasing profit margin and gaining incremental volume.
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