PLD Innovation Awards Spotlight | Havana Club 7 años x Burna Boy limited VIP edition

In December 2022, our prestigious jury, made up of brands such as Moët Hennessy, La Martiniquaise, Rémy Cointreau and many others, met to judge the PLD Innovation Awards. The finalists and winners of the PLD Innovation Awards 2023 were announced, recognised and applauded at PLD Paris, part of Paris Packaging Week in January 2023.

Luxury Innovation Award Winner: Havana Club 7 años x Burna Boy limited VIP edition

Please describe the brief for the pack. What were the objectives for the innovation project? What were the requirements and constraints?

The Havana Club 7 limited edition bottle is part of the brand’s pursued commitment to support artists and celebrate the voices of their generation in this case with Grammy Award winner Burna Boy. Honouring one’s roots is something that the artist and Havana Club share, from Nigeria to Cuba, and Burna Boy wanted to make sure the limited edition bottle reflected this pride in one’s origins. The brief was to showcase cultural references and the common threads that bind Cuban and Nigerian culture together, and this time for the limited “VIP” edition, we have really brought the fabric to life.

How did the pack fulfil the brief? Please describe the technical innovations in the pack and the challenges they address

To continue its journey of supporting artists and celebrating the voices of their generation, Havana Club collaborated with Burna Boy, the “African Giant,” to highlight and celebrate narratives from the storied continent of Africa. In addition to the above, for this limited “VIP” edition, Havana Club and Burna Boy have taken it one step further by bringing the fabric to life thanks to the unique know-how allowing to produce hand-woven tassels on both the bottle cap and the top of the main label. These fabrics were also assembled by hand directly on the bottle using rare traditional techniques.

Why do you believe this pack deserves to win an Innovation Award? 

In order to really bring the fabric to life for the VIP limited edition, we benefited from a unique know-how allowing to produce hand-woven tassels on both the bottle cap and the top of the main label. These fabrics were also assembled by hand directly on the bottle using rare traditional techniques. In order to achieve this, meaning to respect the initial brief while applying the right adhesive, Havana Club had to find and collaborate with the right partner.  

Who did you work with on this project? Please list the brand owners, packaging manufacturers, design agencies and anyone else involved in the creation of the pack and briefly say how they contributed.

Brand Owners: Havana Club International design agency: HCI and MSKTRZ (design agency founded by Nissi Ogulu, Burna Boy’s sister) Packaging manufacturer: SERAM/NEYRET
Congratulations to all those involved in the creation of this innovative pack! Entries for the Innovation Awards 2024 will open in the autumn of this year.
Discover more about Havana Club 7 años x Burna Boy limited VIP edition

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