Epic re-design for African icon brand, Amarula

Always true to its African origins, Amarula is on-trend and continuously evolving to appeal to consumers, who enjoy it in over 100 countries around the world. The latest identity upgrade heroes the exotic taste that infuses all of its variants. Distilled from the ethically-sourced, organically-grown, sun-ripened and hand-harvested fruit of the sacred marula tree, Amarula is the only cream liqueur of its kind. The brand team turned to long-time global packaging partners, JDHH, to bring this new positioning to life. The updated visual identity and packaging gives the marula fruit more prevalence and extends to a new bottle, label and ultimately into new flavour variants.

‘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 three key visual elements are still front and centre: the elephant, the marula fruit and the distinctive tassel around the neck of the bottle, said Charmelle Conning, Amarula’s global brand leader

JDHH Creative took a collaborative approach, working closely with the Amarula brand team, contributing strategy, structural design, concept development, design and roll out to create a new pack that builds on the brand’s distinctive assets. 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 inspired by the local landscape and communities. Confidently and proudly South African.

Every year, the marula fruit is harvested in only one place on the African continent before being distilled with pride and shared with the world. Each bottle is a piece of Africa, made to be savoured and playing on a world stage.