Background / Insight
The RTD´s were launched in US, Canada, Netherlands, Ireland, Slovenia, Germany, China and Australia. Super Tuesday was first asked to renew the design in 2014, and a new design system was created to get stronger shelf impact and a clearer link to Malibu Original. To solve this, Super Tuesday used the shape and silhouette from the original (white) bottle and added to the design. After 5 years with the new design in place, The Absolut Company asked Super Tuesday to update the successful design in order to make it more contemporary and for expanding the range with new products.
The RTD´s were launched in US, Canada, Netherlands, Ireland, Slovenia, Germany, China and Australia. Super Tuesday was first asked to renew the design in 2014, and a new design system was created to get stronger shelf impact and a clearer link to Malibu Original. To solve this, Super Tuesday used the shape and silhouette from the original (white) bottle and added to the design. After 5 years with the new design in place, The Absolut Company asked Super Tuesday to update the successful design in order to make it more contemporary and for expanding the range with new products.
Solution
The result is a carefully made design evolution, where main focus has been to keep a single minded but yet bold design that quickly gives a Summery feeling. Based on consumer research, the white bottle silhouette was kept in the design as this proved to work as a strong brand signifier and also increased shelf impact and stand out on the busy shelves. With palm tree shapes sprung from the Malibu logo, a pattern was created to build further on Malibu Original, to emphasize the origin and capture the true Carribean heritage of the brand. With palm tree shapes inspired by details in the Malibu logo, a pattern was created to build further on Malibu Original, to emphasize the origin and capture the true Carribean heritage of the brand.
The result is a carefully made design evolution, where main focus has been to keep a single minded but yet bold design that quickly gives a Summery feeling. Based on consumer research, the white bottle silhouette was kept in the design as this proved to work as a strong brand signifier and also increased shelf impact and stand out on the busy shelves. With palm tree shapes sprung from the Malibu logo, a pattern was created to build further on Malibu Original, to emphasize the origin and capture the true Carribean heritage of the brand. With palm tree shapes inspired by details in the Malibu logo, a pattern was created to build further on Malibu Original, to emphasize the origin and capture the true Carribean heritage of the brand.
