Good Times Are Serious Business

Super-premium spirit Diplomático Rum's new global brand world and campaign, developed in partnership with New York creative agency forceMajeure.

At the heart of this new chapter is the Venezuelan concept of Buen Vivir — a concept woven into the very fabric of the brand’s country of origin. Buen Vivir is the Venezuelan practice of actively choosing joy in the everyday, bringing warmth and optimism to the moments we share with others.

The brand’s new identity is expressed in a contemporary brand world built around warmth and unpretentious sophistication. Because Diplomático connotes and exemplifies a name that inherently implies a worldly, charming host, the creative opens the doors to the imagined Diplomático Estate, an imaginary space visually inspired by the lushness and decadent sophistication of the brand’s homeland, Venezuela.

The campaign is driven by a simple truth: life feels richer when the little things are given serious thought. From being sartorially on point to finding the perfect flower garnish, it highlights the curated little rituals that elevate the moment with a modern sense of romance.

This global campaign marks the first for Diplomático Rum since Brown-Forman acquired the brand in 2023. Rolling out across the USA and Europe, Diplomático Rum’s key geographic priorities, the campaign spans online video, social media, digital, and BTL, with selected European markets seeing targeted 15-second TVC and OOH placements. forceMajeure worked with production company Whale to shoot the campaign.

The new brand world includes a flexible system designed to build consistency globally, while allowing the brand to adapt to different markets and expressions. The logo has been refined and evolved while staying true to the original identity, maintaining recognition and continuity with the brand’s heritage.

Anchored in Diplomático Rum trademark green, reminiscent of Venezuela’s lush landscapes, the refreshed brand palette helps create environments that feel welcoming and thoughtfully composed.

Secondary colours include Flor de Mayo pink, inspired by the national flower of Venezuela and vibrant architectural details, Diamond green for freshness and off white.

Romie Medium Italic is used as the primary typeface. Created by Claude Type, it combines Diplomático Rum’s brand heritage with elegance and modernity. Cordier Script, by Sharp Type, is used as a secondary typeface and serves as an emotional touchpoint within the brand world.

A broader family of assets brings the world together across different brand expressions. A rectangular frame, ornate frames and a Diplomático Rum Estate wallpaper pattern were developed to reinforce brand presence across all touchpoints, drawing inspiration from the architecture, collected objects and layered interiors of Venezuela's historic estates.