Don Facundo Bacardi was famed for his week-long house parties, hosted in his Cuban mansion during the prohibition era of the 1920s and 30s.

Many years later, the drink that bears his name continues to embrace the party spirit and to promote the drink in three emerging markets, Bacardi planned a series of ‘Legacy’ parties to pay homage to Don Facundo. The Legacy events were intended to create a buzz and encourage brand advocacy amongst local opinion formers in Warsaw, Budapest and Moscow. Odd has designed the identity and invite
for the events.

With a vast wealth of inspiration available from Cuba and the prohibition era, the challenge was
to give these familiar cues a modern take and develop a new identity which gave Legacy it’s own but
also felt part of the umbrella
Bacardi brand.

The invitation needed to display the same rich decadence and heritage but somehow encapsulate a ‘not-what-you-know-but-who-you-know’ message – a particularly in-your-face principal for high-flying party goers in the Eastern block.

The final solution was a personal address book, each delivered in
rich black and gold packaging, containing three all-important gold tickets. The tickets would be torn out and given up at the door but
the book retained – a record of people met during the party and
an ongoing reminder of the Bacardi brand and Don Facundo’s legacy.