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Ron Abuelo

A social-media brand-building strategy for Ron Abuelo — Panama's storied rum. We profiled the audience, built a bespoke "Abuelo Font" type family and two palettes (Lounge & Sunset), then turned it all into a content engine of recurring post series. Because the brand isn't only about what's in the bottle — it's about una manera de encarar la vida.

Ron Abuelo — 'Disfruta de la experiencia' over a rum pour with lime and mint on a dark wood surface
Client
Ron Abuelo · Varela Hermanos
Industry
Spirits · Rum
Year
2015
Location
Panama

Not just a rum — a way of life.

Ron Abuelo is far more than carefully selected cane and refined craft. The brief was to make its social media speak the language of attitude, personality and quality — a whole way of facing life. So we started with the people: an audience that is experimentado (experienced), sofisticado (sophisticated) and seductor (seductive).

From there we gave the brand a flexible toolkit — a bespoke "Abuelo Font" family (Bold, Script, Light, Condensed, Outline, Serif), a custom icon set across product, concept and experience, and two palettes: Lounge, the primary, drawn from the pleasure of the rum itself, and Sunset, a secondary abstraction of Panama. On top of it all sits a content engine of recurring post series — De Qué Está Hecho, Actitud Abuelo, El Toque del Abuelo, Momentos, On The Rocks, Revela la Historia and more — each grounded in a real insight to lift engagement.

Brand Strategy Audience Typography Color Content Series Social Media
The brand
The Ron Abuelo Panama emblem — 'Communication on Social Media · Brand Building 2015' on dark wood
The audience
Audience archetype — Experimentado: experienced and a connoisseur of life's good moments
Audience archetype — Sofisticado: elegant, cosmopolitan, fresh, innovative, different
Audience archetype — Seductor: mysterious, masculine, self-assured, charismatic, sensorial
Type & color
The bespoke Abuelo Font family — Bold, Script, Light, Condensed, Outline and Serif
Abuelo Font specimens — full alphabets across the six styles
Custom iconography across product, concept and experience
The Lounge palette — the primary, drawn from the pleasure of the rum
The Sunset palette — a secondary abstraction of Panama
The content series
Series — Actitud Abuelo: bold 'DON'T' lifestyle posts
Series — De Qué Está Hecho: playful '40% / 60%' personality posts with the bottle
Series — El Toque del Abuelo: type-in-photo posts like 'Pool Party' and 'Wifi Abierto'
Series — La Mirada del Abuelo: sunset-silhouette quote posts
Series — Momentos Ron Abuelo: numbered 'moment' posts inviting fans to share their own
Series — Tragos del Abuelo: cocktail recipes like the Dirty Mojito
Series — Abuelo for Export: how to order the rum in Manhattan, Shanghai and Dubai
Series — On The Rocks: bold 'ON THE ROCKS' lifestyle posts
Series — Revela la Historia: black-and-white heritage posts on the rum's origins
On the channel
The Ron Abuelo Facebook page in context — the 'On The Rocks' cover and a live feed
No hablamos solo de un ron. Hablamos de una manera de encarar la vida.
Ron Abuelo — brand line
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