I research graffiti adverts, yet they all seemed very corporate, and clashed with the ideals and themes theatre currently associated with the Santiago brand.
A graffiti style that is incredibly fitting with the politics and rebellion are the works of Shepard fairey, who uses russian constructivist colour scheme to create striking images.
Cuban graffiti mainly focuses on the topic of Che Gevara. I was hesitant to use che gevara as an association to the rum as some people may not agree with some of the things he did. But he is also considered an iconic figure for rebellion which is the theme that runs through my brand.
Using inspiration from the image above, I experimented with a shepard fairlys art style using the cuban flags colours to produce a graffiti piece that didn't try to be an advert for the rum. Instead, the actual product can be secondary to the brands message to the audience.
The brand could expand this theme to diferent topics of interest and focus on certain individuals who have become cultural icons. The brand has to be careful about who it uses in the artwork and how. It would be inappropriate to blatantly try to associate nelson mandela with a rum product. Instead the brand has to be distanced so as to just promote the creating of this type of artwork.
