DESIGN CHALLENGE:

As appetites and attitudes continuously change, so popular brands need to constantly reinvent themselves to stay relevant. Amarula, as world leader in premium cream liqueurs and one of SA’s best known export brands, maintains its position through continually adapting to meet the times. Our design challenge: to refresh this iconic brand and bring it in-line with their new positioning.

DESIGN INSPIRATION:

The real free spirit of Africa. Modern African patterns.

Colours from the African landscape.

DESIGN SOLUTION:

We set out to create a fresh visual language for Amarula without losing any 

of its heritage. The shape of the bottle and the design of the label have evolved 

to keep pace with changing trends, but we wanted to keep the three key visual 

elements front and centre: the elephant, the marula fruit and the distinctive tassel 

around the neck of the bottle.

The bottle is subtly sculpted to reflect the shape of the elephant’s head. The label is crowned with the modernised Amarula logo, featuring the brand name beneath a stylised curve representing the African sun. The elephant retains a confident stance, with a subtle forward moving motion crossing over the horizon line towards the fruit. Embellished with patterning and colours and inspired by the local landscape and communities.

RESULT:

Just Design took a collaborative approach, working closely with the Amarula brand team, contributing strategy, concept development, design and roll out to create a new pack that builds on the brand’s distinctive assets. Overall a  confident and proudly South African design where each bottle is a piece of our natural heritage, made to be savoured and playing on a world stage.