Pernod Ricard has introduced a new look for its Malibu portfolio in a move to maintain the brand’s relevance with millennials.
New bottles of Malibu liqueur feature a bolder logo with lifted palm leaves, sunset colours and a revised horizon. The redesign also sees the introduction of recommended serve images on the back of packs – a first for Malibu.
Meanwhile, Malibu ready-to-drink can designs now feature Malibu palm leaves to “reflect the essence of the brand’s summer-inspired personality”.
In addition to new artwork, the redesigned RTD cans integrate modern printing techniques that combine glossy and matte finishes.
The ready-to-drink can designs combine glossy and matte finishes.
Elsa Rafen, senior global brand manager and lead of the redesign project, said: “The purpose of the new redesign is to strengthen Malibu’s position as the number one flavoured spirit brand even further and to make sure that we stay relevant and top of mind amongst a future generation of consumers – including a more contemporary look and feel, better visibility in e-commerce and future proofing of our bottle design for growing use of image recognition technology in digital.”
Behind the new design of the Malibu bottle is Stockholm-based design agency Brand Union. Dag Forsberg, lead designer on the project, said: “Together we considered every single aspect of the design, optimising the Malibu brand core assets and approaching the overall design with a mindset relevant to the target group. Ultimately resulting in a fresh, contemporary, bold and confident design that allows a spontaneous and joyful personality to shine through.”
The new versions of the Malibu bottles and RTD cans are now available globally.
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