Founded in 1862 in Cuba by the Bacardí family, the Bacardí distillery revolutionised the way rum was made forever. From those early day when they shared their distillery with a colony of fruit bats (which appear on the branding to this day) through the struggle for Cuba’s emancipation, to prohibition and eventual exile in the USA, the family never ceased their commitment to their product and their dream – and today Bacardí remains the largest privately-owned spirits company in the world. Prior to this project, Signet had already been working with the brand for a decade.


The brief for this project arose as a result of tragedy, following the loss of 38 personnel when a US Navy Seals Chinook with call sign Extortion 17 was shot down near Kabul during the Afghan War on August 6, 2011. Just 10 days later we received an enquiry regarding the creation of an embellishment for a limited edition run of Bacardi Oakheart bottles, although at this stage we did not know the true scale of the design project or the exact detail of the requirement.


After analysing the preferred designs, we were able to offer additional suggestions regarding Signet’s capabilities which further informed the final design. Sign-off was achieved on a large size die-cast medallion, with the Navy Seals motto for the fallen ‘Long Live the Brotherhood’. The medal was attached to a leather lanyard with an integral suspension bar and this was then stitched to form a loop which enabled simple application to the bottle.


Working to a tight schedule, Signet supplied 300 medallions to Bacardí in time for a commemorative event coinciding with the first anniversary of the Extortion 17 tragedy. The end result was a truly special, heirloom that will continue to look impressive for years to come whilst respectfully honouring the memory and the sacrifice of these brave servicemen.

Client Bacardi
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Never under-estimate the impact of finish elements like a seal. It’s not always about print or labelling!

Pernod Ricard New Zealand Maxime Zanelli