INTRO:
At the Brand Union we were tasked with redesigning and streamlining Kahlúas' entire brand.
We had to solve three problems before a new audience would be willing to dust off their aunt's favorite drink: people didn't know where it was from, what it was made of, and what to do with it (besides a White Russian—thanks, Dude).
Working as the lead design director the team came up with a simple solution—embrace its Mexican heritage, highlight the craft of small batch sourcing, and show the range of cocktails that can be enjoyed (try the espresso martini or a Kahlúa Sour).
Kahlúa
The Redesign
We had to solve three problems before a new audience would be willing to dust off their aunt's favorite drink: people didn't know where it was from, what it was made of, and what to do with it (besides a White Russian—thanks, Dude).
The solution was simple—embrace its Mexican heritage, highlight the craft of small batch sourcing, and show the range of cocktails that can be enjoyed (try the espresso martini or a Kahlúa Sour).
The Portfolio
With 4 base recipes, 4 holiday recipes, 2 Special recipes, and multiple RTG cans and bottles–redesigning the full portfolio had stay super close to the brief but also visually streamline the full shelf set. Redesigning the 10 year old base was a huge shift and became a cornerstone for the inspiration for the full brand redesign.
Secondary Packaging
Ready To Drink (RTD) Packaging
Part of the brief was aimed toward gaining new audiences with new product offerings. Brand Union was tasked with creating a higher alcohol proof/less sugar coffee liqueur to permanently add to the Kahlúa portfolio. Raise your shot glasses for Kahlúa MIDNIGHT™- a 70 proof (35% abv) blend of rum and delicious black coffee liqueur.
Kahlúa Midnight
