Revitalizing the smooth character of a libation cornerstone
Overview
For more than 85 years, Kahlúa has been the world’s leading coffee liqueur, known for its rich, indulgent flavor and its role in iconic cocktails like the White Russian and Espresso Martini. After using separate identities across the US and UK markets, Pernod Ricard wanted to bring character and cohesion back to its logotype and strike a balance between communicating its heritage and its coffee credentials.
The Challenge
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 three essential ingredients: Kahlúa’s iconic Mexican heritage, coffee flavor, and the brand’s playful personality.
The Solution
Starting with its signature arch label as the canvas, the bold and confident new logotype of Kahlúa’s striking red wordmark has been evolved to feel more playful, and “The Original” lockup ensures shelf standout 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.
