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Cihuatán
Key Visual, Digital Strategy & Content, Campaign Toolkit
For the 2026 global campaign "Land of Legends," the brand required a complete, professional toolkit capable of guiding dozens of international distributors and trade partners through executing a cohesive campaign. The first stage of the toolkit was strategically designed with a primary focus on the French market, ensuring a strong launch foundation before global rollout. The challenge was not just to provide assets, but to create a unified creative system that preserved premium positioning while remaining adaptable to different markets and needs. Our client needed a toolkit that clarified the narrative, articulated the visual world, defined the messaging pillars, and provided ready-to-use templates for every key touchpoint- digital, POS, influencer, retail, and experiential.
Our team developed a comprehensive global toolkit anchored in the strategic storytelling of "Land of Legends" and built around its core messaging pillars. We defined three expressive creative paths that guide tone and storytelling across markets. We captured the Origin line with the message, “Born from sacred land,” the Lifestyle line is expressed as “A celebration of human warmth and connection,” and the Craft line as “Where patience becomes art.” We expanded these pillars into a full creative framework that included narrative structure, tone of voice, and brand storytelling guidelines to ensure clarity and consistency worldwide. From there, we created a complete visual identity system with distinct colors, textures, layouts, photography, and motion language inspired by Mayan heritage and premium rum craftsmanship. Every asset in the toolkit was built with real-world usability in mind, ensuring that global teams could adopt the campaign quickly and confidently.
The Land of Legends 2026 toolkit empowers every market to execute the campaign with precision, consistency, and creative ambition. By translating heritage, craft, and storytelling into a clear global system, DAf provides the brand with a strong foundation for a unified, world-ready campaign.
Diablo
SANTIAGO
Los Navegantes 1955 Santiago, Chile.
BARCELONA
Roger de Llúria 44 Barcelona, España.
