Kahlúa
Stirring up an iconic brand with a boost of playfulness
The world's number one coffee liqueur, Kahlúa, is renowned for its unmistakably delicious flavor and Mexican spirit. After using separate identities across markets, Kahlúa wanted to bring character and cohesion back to its logotype and strike a balance between communicating its heritage and its coffee credentials.
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To devise one harmonious design for a global market, we partnered with their team for a rebrand – encompassing identity, strategic vision, brand and packaging design – that was the perfect balance of 3 essential ingredients: Kahlúa’s iconic Mexican heritage and coffee flavor – and the brand’s playful personality.
Starting with its signature arch label as the canvas, the bold and confident new logotype of Kahlúa’s striking red wordmark has evolved to feel more playful, and ‘The Original’ lockup ensures shelf stand-out in a traditionally dark category. Improved hierarchy and layout of messaging proudly highlight the brand’s expertise and premium status. Honoring Kahlúa’s legacy and drawing inspiration from its origins, colors influenced by modern Mexico and lively geometric patterns enrich Kahlúa’s brand transformation.
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