T H E E D R I N G T O N G R O U P
THE WORLD
OF BRUGAL
A RUM BRAND THAT DOESN’T ACT LIKE A TRADITIONAL RUM BRAND.
For Brugal Rum’s first ad campaign, they approached us to develop a breakthrough luxury aesthetic. In response, we created the Brugal Social Club, a pop-up activation along with various content establishing the visual world of Brugal. The world of Brugal leans into high-fashion cues and a members-only vibe to set ourselves far away from the traditional beach and smiles of rum brands.
To keep a touch of the soul of Brugal, we shot entirely in the Dominican Republic.
A SOCIAL CLUB FOR SHARED PASSIONS.
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)