A brand that continuously reinvents and evolves itself remains successful even after years. Amarula, a popular South African brand known for creating premium cream liqueurs, has remained relevant because it develops new ways to adapt itself to changing times.
“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 updated visual identity and packaging extends to a new bottle, larger label and ultimately into new flavor variants.”
South Africa-based design agency Just Design redesigned the packaging of the popular liqueur brand. Each bottle celebrates the natural heritage of the country. One of the striking features of the bottle is the way it is sculpted. A closer look at the bottles reveals the shape of an elephant’s head.
“We set out to create a fresh visual language for Amarula without losing any of its heritage,” says Charmelle Conning, Amarula’s global brand leader. “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 center: the elephant, the marula fruit and the distinctive tassel around the neck of the bottle.”