Born of Legends, Built for the World
Cihuatán
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 allowed us to discover the campaign's core truth and strategically design with a primary focus on the French market, ensuring a strong launch foundation before global rollout.
A toolkit designed to align global distributors
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.
From assets to a unified creative system
Our team developed a comprehensive global toolkit anchored in the strategic storytelling of "Land of Legends" and built around its core messaging pillars. Here, we differentiated the brand’s story by structuring it into 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 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.
Building the narrative spine
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.
A visual system inspired by Mayan heritage
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 enables the brand to dazzle with a strong foundation for a unified, world-ready campaign.