T H E E D R I N G T O N G R O U P
THE WORLD
OF BRUGAL
For Brugal Rum’s first ad campaign, they approached us to develop a breakthrough luxury aesthetic for their brand. In response, we created the Brugal Social Club, a pop-up activation along with various content establishing the visual world of Brugal. Shot entirely in the Dominican Republic, we leaned into the soul of the brand while establishing a new identity.
With high-fashion cues and a member-only club vibe, we created a visual language that stood out in a sea of more traditional rum brands while embracing and elevating their existing brand identity elements.
By centering our visual world around the iconic Brugal bottle, we turned its design into the hero of the story by creating bold, scroll-stopping moments.
brand to life.
THE
EVENT
To bring the campaign to life, we hosted one-night pop-up social clubs in New York and Miami, celebrating Brugal’s heritage of bringing people together through shared passions.
Each club embraced city-specific culture with hand-drawn maps of local hotspots crowdsourced from guests, custom cocktails, and local vendors. We leaned into the social club’s central symbol, the bespoke Brugal blue door, a signature icon created for the event series.
The social club also featured its own distinct design ecosystem, created by our team.
Brugal ‘B’ branded membership pin
Brugal Social Club stamp to brand club imagery
‘B’ branded cocktail stirrers
PRESS
Collaborators: Jon Pearce (Chief Creative Officer), Stephen Paul Wright (Creative Director), Howard Collinge (Creative Director), Jackie Ling (Copywriter)