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Pura Vida, Costa Rica’s First Rum Honours Its Roots

Consumer Branding

Naming

Naming

Packaging

With Pura Vida, the first-ever rum from Costa Rica, Les Bienheureux introduce a unique creation in a country where alcohol production is strictly regulated. The goal: to build a brand deeply rooted in Costa Rican culture, celebrating both its extraordinary biodiversity and environmental commitment.

The name “Pura Vida” — a beloved local expression symbolising optimism and togetherness — perfectly captures the spirit of the project.

In line with a circular and sustainable approach, the packaging is made from bagasse, a fibrous by-product of the sugarcane used in the rum. Fully biodegradable and compostable, it offers a viable alternative to paper, reducing deforestation and turning agricultural waste into value.

Designed like an illustrated bas-relief, the case reveals a lush tropical scene featuring iconic wildlife such as macaws, sloths, and iguanas. Thanks to three distinct levels of embossing and one sculpted inset, this technical feat was brought to life by a Meilleur Ouvrier de France, who hand-carved the mould, giving the pack a rare artisanal and sensory dimension.

This work won a Bronze at the 2025 Pentawards.

Selected work

Dove

Brand Management

Brand Strategy

Packaging Design

View case study

Renault

Architectural Design

Brand Strategy

Customer Journey

View case study

PrestaShop

Brand Platform

Brand Territory

Digital

Tone of Voice

Visual Identity

View case study

Ricard

Packaging Design

View case study

Ferrero

Architectural Design

Customer Journey

Tertiaire

Workspace Design

View case study

Sanofi

Annual and Sustainability Reporting

Brand Platform

Corporate Communications

Social Media and Content

View case study

Clarins

Customer Journey

Digital

Merchandising

Signage and Environment Design

View case study

Rexel

Brand Architecture & Portfolio Strategy

Brand Management

Brand Platform

Brand Positioning

Corporate Communications

Digital

Social Media and Content

Tone of Voice

Visual Identity

View case study

MAIF

Architectural Design

Business Design

Customer Journey

Signage and Environment Design

View case study

Santé Verte

Brand Architecture & Portfolio Strategy

Brand Positioning

Brand Territory

Visual Identity

View case study

Maggi

Brand Strategy

Visual Identity

View case study

Tiger Beer (Heineken Group)

Brand Management

Merchandising

View case study

Dove

Brand Management

Brand Strategy

Packaging Design

View case study

Renault

Architectural Design

Brand Strategy

Customer Journey

View case study

PrestaShop

Brand Platform

Brand Territory

Digital

Tone of Voice

Visual Identity

View case study

Ricard

Packaging Design

View case study

Ferrero

Architectural Design

Customer Journey

Tertiaire

Workspace Design

View case study

Sanofi

Annual and Sustainability Reporting

Brand Platform

Corporate Communications

Social Media and Content

View case study

Clarins

Customer Journey

Digital

Merchandising

Signage and Environment Design

View case study

Rexel

Brand Architecture & Portfolio Strategy

Brand Management

Brand Platform

Brand Positioning

Corporate Communications

Digital

Social Media and Content

Tone of Voice

Visual Identity

View case study

MAIF

Architectural Design

Business Design

Customer Journey

Signage and Environment Design

View case study

Santé Verte

Brand Architecture & Portfolio Strategy

Brand Positioning

Brand Territory

Visual Identity

View case study

Maggi

Brand Strategy

Visual Identity

View case study

Tiger Beer (Heineken Group)

Brand Management

Merchandising

View case study

Renault

Architectural Design

Brand Strategy

Customer Journey

View case study

PrestaShop

Brand Platform

Brand Territory

Digital

Tone of Voice

Visual Identity

View case study

Ricard

Packaging Design

View case study

Ferrero

Architectural Design

Customer Journey

Tertiaire

Workspace Design

View case study

Sanofi

Annual and Sustainability Reporting

Brand Platform

Corporate Communications

Social Media and Content

View case study

Clarins

Customer Journey

Digital

Merchandising

Signage and Environment Design

View case study

Rexel

Brand Architecture & Portfolio Strategy

Brand Management

Brand Platform

Brand Positioning

Corporate Communications

Digital

Social Media and Content

Tone of Voice

Visual Identity

View case study

MAIF

Architectural Design

Business Design

Customer Journey

Signage and Environment Design

View case study

Santé Verte

Brand Architecture & Portfolio Strategy

Brand Positioning

Brand Territory

Visual Identity

View case study

Maggi

Brand Strategy

Visual Identity

View case study

Tiger Beer (Heineken Group)

Brand Management

Merchandising

View case study

Dove

Brand Management

Brand Strategy

Packaging Design

View case study

Renault

Architectural Design

Brand Strategy

Customer Journey

View case study

PrestaShop

Brand Platform

Brand Territory

Digital

Tone of Voice

Visual Identity

View case study

Ricard

Packaging Design

View case study

Ferrero

Architectural Design

Customer Journey

Tertiaire

Workspace Design

View case study

Sanofi

Annual and Sustainability Reporting

Brand Platform

Corporate Communications

Social Media and Content

View case study

Clarins

Customer Journey

Digital

Merchandising

Signage and Environment Design

View case study

Rexel

Brand Architecture & Portfolio Strategy

Brand Management

Brand Platform

Brand Positioning

Corporate Communications

Digital

Social Media and Content

Tone of Voice

Visual Identity

View case study

MAIF

Architectural Design

Business Design

Customer Journey

Signage and Environment Design

View case study

Santé Verte

Brand Architecture & Portfolio Strategy

Brand Positioning

Brand Territory

Visual Identity

View case study

Maggi

Brand Strategy

Visual Identity

View case study

Tiger Beer (Heineken Group)

Brand Management

Merchandising

View case study

Dove

Brand Management

Brand Strategy

Packaging Design

View case study

  • Dove

    Brand Management

    Brand Strategy

    Packaging Design

    View case study

  • Renault

    Architectural Design

    Brand Strategy

    Customer Journey

    View case study

  • PrestaShop

    Brand Platform

    Brand Territory

    Digital

    Tone of Voice

    Visual Identity

    View case study

  • Ricard

    Packaging Design

    View case study

  • Ferrero

    Architectural Design

    Customer Journey

    Tertiaire

    Workspace Design

    View case study

  • Sanofi

    Annual and Sustainability Reporting

    Brand Platform

    Corporate Communications

    Social Media and Content

    View case study

  • Clarins

    Customer Journey

    Digital

    Merchandising

    Signage and Environment Design

    View case study

  • Rexel

    Brand Architecture & Portfolio Strategy

    Brand Management

    Brand Platform

    Brand Positioning

    Corporate Communications

    Digital

    Social Media and Content

    Tone of Voice

    Visual Identity

    View case study

  • MAIF

    Architectural Design

    Business Design

    Customer Journey

    Signage and Environment Design

    View case study

  • Santé Verte

    Brand Architecture & Portfolio Strategy

    Brand Positioning

    Brand Territory

    Visual Identity

    View case study

  • Maggi

    Brand Strategy

    Visual Identity

    View case study

  • Tiger Beer (Heineken Group)

    Brand Management

    Merchandising

    View case study

  • Dove

    Brand Management

    Brand Strategy

    Packaging Design

    View case study

  • Renault

    Architectural Design

    Brand Strategy

    Customer Journey

    View case study

  • PrestaShop

    Brand Platform

    Brand Territory

    Digital

    Tone of Voice

    Visual Identity

    View case study

  • Ricard

    Packaging Design

    View case study

  • Ferrero

    Architectural Design

    Customer Journey

    Tertiaire

    Workspace Design

    View case study

  • Sanofi

    Annual and Sustainability Reporting

    Brand Platform

    Corporate Communications

    Social Media and Content

    View case study

  • Clarins

    Customer Journey

    Digital

    Merchandising

    Signage and Environment Design

    View case study

  • Rexel

    Brand Architecture & Portfolio Strategy

    Brand Management

    Brand Platform

    Brand Positioning

    Corporate Communications

    Digital

    Social Media and Content

    Tone of Voice

    Visual Identity

    View case study

  • MAIF

    Architectural Design

    Business Design

    Customer Journey

    Signage and Environment Design

    View case study

  • Santé Verte

    Brand Architecture & Portfolio Strategy

    Brand Positioning

    Brand Territory

    Visual Identity

    View case study

  • Maggi

    Brand Strategy

    Visual Identity

    View case study

  • Tiger Beer (Heineken Group)

    Brand Management

    Merchandising

    View case study