Half of my heart is in Havana-Club Rum.
Havana, ooh na- na. To all the Camila Cabello fans out there! Apart from Camila and Cigars, Cuba is famous for its Rum. Connoisseur of Rum from all over the world rank Cuban Rum at the apex of the list as the best sugarcane produce is found on the island. Rum as a category is so agile, it can be drank in any season, any time- day or night! It can be used as a base in Daiquiri, Mojito for summers or can be drank neat with a cinnamon stick during cozy winters.
Havana Club Rum brand is one such heritage brand from Cuba originated in 1934, now being sold to 124 countries. The brand has a plethora of varied categories within the rum from dark to spiced up to botanicals.
P.S. This is one of the first time I have got access to an alcohol brand’s website! (In India certain websites require you to be 25 years of age) I have been an admirer of the marketing of alcohol business inspired by Julie Milroy.
Experience is never forgotten…
The landing page of their website takes you to whole another world like the anywhere door gadget of Doremon. If you are toiling hard, finishing work on your laptop and you log in to Havana Club website, you’ll be teleported to a happening place like a club or video game! the landing page sets the tone and gives you a whole different ambience. This was tactically curated with the changing strategy of target audience from Millennials to Gen-Z market.
“I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.”
― Maya Angelou
Similarly this website has an objective to make you feel startled by the overwhelmingly experienced based interface. The landing page has anything and everything from a club to video game integration to make you woo. It also has pages that walk you through their history and the making of the famous rum which gives you an idea of the overall legacy and credibility of the brand.
Want it. Buy it. Drink it.
It also have integrated e-commerce page from which you can buy your desired rum. Each rum has it’s own page which describes about the speciality of the rum and it’s recipes which not only informs the consumer but also provokes the consumer to buy it. Thanks to engaging and cinematically shot 4K videos.
All about aesthetics and interactions
The design language used is quite trendy and peppy to appeal the desired audience. Insertions of various interactions gives it a playful approach. The overall design interface is gamified and pleasurable to use if you have sapre time at hand. The best part is you are confined to linger on the pages as the site has a lot to offer.
Too many irons in the fire
Too many fascinating categories and pages makes the user experience confusing and jumbling. If one only wants a certain piece of information, he/she will loose a lot of time in looking for it which denotes a flaw in the information architecture. The UX principle of keeping the user in the centre is gone for a toss as it seems the main objective of seamless information is compromised.
The site is adaptable to mobile screen however it is even more cluttering and annoying to look for information. The UI of the website is contradictory to the brand identity. The brand identity sends out the tone of sophistication and the website depicts hip and pop culture. ‘Less is more’ is not followed in the UI. The 4K videos make it sluggish to load. However the first impression that it creates through the landing page is exhilarating.
Signing off,
G
