A Caribbean icon, refreshed: evolving Ponche Kuba for a new era
How we brought new energy and a lighter footprint to Ponche Kuba—without losing the soul of an 80-year-old Caribbean favourite. Created in 1942 and still crafted at Mount Gay Distilleries in Barbados, Ponche Kuba is a distinctive Caribbean rum cream with a rich heritage and loyal following.
Our challenge was to make the brand feel more contemporary, inviting and relevant while protecting the recognition, character and sense of place that made it special. At the same time, the redesign needed to deliver something tangible: a substantially lighter bottle that would support Mount Gay Distilleries’ sustainability objectives.
Central to the brief was the development of a lighter, more efficient glass bottle that retained Ponche Kuba’s recognisable silhouette. The redesigned 700ml bottle weighs 550g—an 80g reduction from the previous production bottle. This has delivered a 24.4% reduction in CO₂ emissions per case, lowering the carbon footprint from 13.6kg to 10.3kg CO₂e. It is a measurable result that demonstrates how design can create an impact far beyond appearance: reducing material use and emissions while strengthening the brand creatively and commercially.
Our creative idea, A Catalyst of Convivial Celebration, was inspired by the warmth, rhythm and energy of Caribbean gatherings. We brought it to life through an expressive liberation of shape, colour and typography, creating a brand world that feels vibrant, generous and rooted in Caribbean culture. The refreshed label retains Ponche Kuba’s distinctive red while introducing flowing botanical illustrations, rhythmic forms and a brighter, more contemporary palette.
While the identity has evolved, the liquid inside remains unchanged: the same original recipe, still crafted in Barbados. Ponche Kuba now steps forward with a lighter footprint and a more confident presence—honouring more than eight decades of heritage with a vibrant identity built for its next chapter.
As Matt Burns, our Founder and Executive Creative Director, explains: “Evolving an icon demands both ambition and restraint. Ponche Kuba already carries considerable recognition and affection, so our responsibility was to protect what people value while helping the brand move forward. Supporting Mount Gay Distilleries in making the bottle materially lighter gave that evolution an even greater purpose. It demonstrates that meaningful progress, creatively and environmentally, doesn’t have to come at the expense of heritage.”
Latest
Latest trends, trips and tips from Team Thirst.
View all
Why RTDs Fit the New Shape of Socialising.
RTDs have become one of the fastest-moving parts of drinks. New flavours, formats, functions and alcohol levels keep arriving, giving people more choice than ever.
Reimagining the M&S Beer Portfolio
We partnered with M&S to redesign its Craft Beer and Continental Lager ranges, creating two distinctive packaging systems that combine storytelling, illustration and bold design to bring greater authenticity, shelf impact and character to the beer aisle.
The Alchemy of Distillation: Designing Bruichladdich X4+18
For X4+18, the world’s first quadruple distilled 18-year-old single malt Scotch whisky, we transformed an invisible process into a bold visual language.
Evolving an icon through mystery and design with the latest Black Art for Bruichladdich.
We partnered with Bruichladdich to evolve Black Art for Global Travel Retail, creating a refined design world that brings the whisky’s mystery to life across packaging, brand world and activation.
Redefining the Rules of Whisky with East London Liquor Company
East London Liquor Company’s first blended whisky brings the grit, culture and layered character of the neighbourhood into a bold, tactile packaging design by Thirst.
The Future of Socialising is here!
Socialising hasn’t disappeared, it’s recalibrated. As new rituals emerge across alcohol, softs and functional drinks, brands must rethink how they show up in the moments that matter.
Creating moments that matter for Tullamore D.E.W.
Our latest work with Tullamore D.E.W. shows how craft-led photography and thoughtful BTL strategy can bring a global brand closer to the spirit of the town it’s named after.
Reinventing Eggnog For Festive Season Chaos
Eggnog is a festive classic, but the category hasn’t moved in years. RIOT is our strategic response – a premium, culture-led concept that reimagines the drink for a new generation.
