AGENCY: Just Design
CREATIVE DIRECTOR: Thelmarie Toerien
SENIOR DESIGNER: Jolize Jacobs
COUNTRY: South Africa
It’s not every day that an iconic brand dares to re-invent itself by creating a completely new product as a line extension. How it does this, and with what subtle elegance becomes crucial if it becomes a hit or bust. Whichever way, at Lovely Package we celebrate design and the bold decisions that come with it.
Amarula Gin is a tribute to the wild marula fruit, whose harvest is signaled by the presence of elephants gathering around marula trees to indulge in their favorite treat. This uniquely African gin combines the essence of marula fruit with delicate juniper undertones, hints of orange blossom, and the warmth of peppery Ghanaian grains of paradise. Crafted for savoring and sharing, it offers a taste that defies expectations yet captivates your palate.
The Design Challenge was to transform the upgraded packaging of the iconic cream liqueur, Amarula, into a striking gin bottle. This transformation required incorporating elements of craft gin aesthetics and transparent liquid features, all while staying true to the brand’s identity.
Drawing inspiration from the brand’s ethos, which celebrates the untamed African spirit and the extraordinary connection between elephants and marula fruit, the gin includes this indigenous ingredient in its recipe.
The Design Solution builds upon the 2021 packaging upgrade, capturing the vivacity and dynamism of the Amarula African Spirit. The bottle’s bright blues and silver metallic accents diverge from the warm hues of the cream liqueur, signaling a refreshing gin experience. The unique bottle shape allows for a printed image of Amarula trees on the inner surface of the back label, visible through the liquid and glass, creating the illusion that the elephant is seamlessly blending into its natural habitat. The front label portrays an elephant delightfully savoring and harvesting the marula fruit. Overall, this design maintains brand consistency while flexibly signaling the entrance into a new category of gin refreshment.
The Results have been impressive, as Amarula Gin has successfully attracted new consumers to the brand and expanded its presence in diverse and exciting venues and occasions.
