The world's number one coffee liqueur, Kahlúa, is renowned for its unmistakably delicious flavour and Mexican spirit.
Following a global shift towards home-bartending, Kahlúa faced a challenge. The brand needed to meet an increased desire for versatility in the DIY cocktail experience. In response, Kahlúa challenged Pearlfisher London to create a redesign that was the perfect balance of 3 essential ingredients: Kahlúa's iconic Mexican heritage and coffee credentials – and the brand's playful personality.
Rooted in the idea of a 'boost of playfulness', the new design departs from a predominantly coffee-centric appearance and instead builds on Kahlúa's most distinctive and recognisable attributes. Starting with its signature arch label as the canvas, the brand's crest shines brighter than ever using gold foil. Improved hierarchy and layout of messaging proudly highlight the brand's expertise in crafting a liqueur made with 100% real coffee beans, firmly establishing its premium status and honouring its legacy. The bold and confident typeface of Kahlúa's striking red wordmark and 'The Original' lockup ensures shelf stand out and injects vibrancy into a traditionally dark and heavy category.
Drawing inspiration from the brand's origins while infusing designs and colours influenced by modern Mexico, lively geometric patterns in vibrant pink and green enrich the new backdrop. This captivating pattern extends to the unmistakable neck label, completing the dynamic transformation of the Kahlúa brand.