Bacardi Rum is a worldwide, multifaceted brand. Through a variety of marketed products, Bacardi appeals to a wide range of consumers. The challenge of creating a website for Bacardi was to represent the broad range of markets while retaining the overarching brand.

In order to tailor the interactive environments to various users, site 'themes' were proposed as a gateway to the areas of the site. Each theme would express a sub-brand of Bacardi, creating a visual, auditory, and emotional experience. Users could navigate between themes and select a default them through which to enter the site. Each theme was proposed to contain its own music and drink recipes that were appropriate for the brand it represented.

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