TI CED WARMS WINTER IN PARIS WITH A BOLD, COLOUR-DRIVEN BRAND REDESIGN

Iconic French rhum arrangé brand Ti CED has unveiled a vibrant new visual identity, unifying its portfolio through colour, clarity and conviviality. Structured into four product families and anchored by a distinctive die-cut “C” label, the redesign expresses warmth, generosity and togetherness, just in time for the festive season.  

When winter settles over Paris and the light thins to a pale, silvery glow, the city often turns inward, finding warmth in cafés, conversation and shared rituals. It is against this seasonal backdrop that Ti CED, the iconic French rhum arrangé brand, has unveiled a striking new visual identity—one that leans deliberately into colour, conviviality and clarity at a time of year defined by gathering and celebration. The redesign marks a significant moment for the brand, reimagining its visual language while staying deeply rooted in the warmth and generosity that have long defined its character.

Ti CED occupies a distinctive place in France’s spirits landscape. Known for its expressive flavours and its link to the tradition of rhum arrangé, the brand has built a loyal following by balancing authenticity with a sense of joy and experimentation. As the portfolio expanded, however, the need for a clearer, more unified identity became apparent—one that could bring coherence to the range without flattening its diversity. The new redesign responds to this challenge with confidence, introducing a bold visual system that is both highly structured and emotionally resonant.

At first glance, the transformation is unmistakable. Colour takes centre stage, used not as decoration but as a language in its own right. Each bottle now feels instantly recognisable as part of the Ti CED family, while still asserting its individual personality. This careful balance between unity and distinction is achieved through a clearly articulated portfolio architecture, organised into four product families: Les Classiques, Les Délicats, Les Vieillis and Les Escales. The structure brings immediate clarity to the range, helping consumers navigate flavour profiles and styles with ease, while reinforcing the sense of a thoughtfully curated collection.

Les Classiques anchors the range, representing the brand’s core expressions and its roots in traditional rhum arrangé. Les Délicats introduces a lighter, more nuanced dimension, signalling refinement and subtlety. Les Vieillis speaks to time, depth and maturity, highlighting aged expressions that reward patience and contemplation. Les Escales, meanwhile, suggests travel and discovery, evoking flavours inspired by elsewhere and the pleasure of departure. Each family is given its own identifier within the system, yet all are unmistakably Ti CED—visually bound together by shared design principles and a common warmth of tone.

Central to this cohesion is the die-cut “C” label, which has been elevated from a graphic element to the brand’s defining signature. Wrapping around each bottle like an embrace, the “C” is both literal and symbolic. It speaks to the initial of the brand name, but also to the values it seeks to embody: convivialité, chaleur, communauté. In physical terms, the label invites the eye and the hand, creating a tactile experience that mirrors the social ritual of sharing a drink. In emotional terms, it conveys openness and generosity, reinforcing the idea of Ti CED as a brand meant to be enjoyed together.

The redesign also demonstrates a clear commitment to clarity. In a category where labels can easily become crowded with information and ornamentation, Ti CED’s new identity opts for legibility and confidence. Typography, colour and layout work in harmony to communicate essential information quickly, without sacrificing character. The result is a shelf presence that feels contemporary and assured, standing out not through excess but through precision and bold simplicity.

Importantly, the new identity does not erase the brand’s past. Instead, it reframes it, translating established values into a visual language that feels relevant for today. Rhum arrangé is deeply connected to notions of hospitality, warmth and shared pleasure, and these ideas are woven throughout the redesign. The use of colour, in particular, becomes an expression of mood and emotion rather than mere categorisation. In the colder months, when Parisian streets are wrapped in scarves and coats, these bottles offer a visual counterpoint—a reminder of warmth, light and convivial gatherings.

The timing of the reveal, during the festive season, reinforces this message. Christmas and year-end celebrations are moments when brands often speak about togetherness, but Ti CED’s redesign makes that sentiment tangible. The bottles themselves become objects of celebration, designed to be placed at the centre of a table, passed from hand to hand, and admired as much as enjoyed. In this sense, the redesign functions not only as a branding exercise but as an invitation—to slow down, to share, and to celebrate in colour.

From a strategic perspective, the unified visual system also positions Ti CED for future growth. A clear portfolio structure allows for extension and innovation without diluting the brand. New flavours or limited editions can be integrated seamlessly, guided by the existing families or introduced as new “escales” within the system. The die-cut “C” provides a flexible yet consistent anchor, ensuring recognisability across formats and markets.

The redesign reflects a broader trend in premium spirits branding, where authenticity is expressed not through nostalgia alone but through thoughtful design and storytelling. Consumers increasingly look for brands that feel honest, confident and emotionally engaging. By focusing on clarity and conviviality, Ti CED aligns itself with these expectations while staying true to the spirit of rhum arrangé.

As the year draws to a close, the brand’s message is as much about community as it is about design. Wishing its audience a happy Christmas, Ti CED frames the redesign as a shared moment—a gift to its community and an invitation to celebrate together. In a season often marked by darkness and cold, the new identity offers warmth through colour, structure through clarity, and connection through a visual embrace.

In reimagining its look, Ti CED has not simply refreshed its packaging; it has articulated a renewed sense of purpose. The redesigned bottles stand as a reminder that good design, like a good drink, is about more than appearance. It is about how it makes people feel, the stories it invites them to share, and the moments it helps to create. This winter in Paris, as the temperature drops, Ti CED turns up the warmth—not with words alone, but with colour, generosity and a confident new identity that brings its entire range together as one.