AMARULA
Reshaping Amarula to reflect
'The Free Spirit of Africa'
'The Free Spirit of Africa'
With shifting appetites and attitudes, South Africa’s Amarula faced the challenge of remaining relevant in an ever-evolving market. Our team collaborated closely with Distell to strategically reposition the brand, emphasising a deep understanding and sensitivity to its rich cultural heritage and resulting in an impressive 41% increase in sales within the first year of relaunch.
how did we reignite a renewed sense of purpose and pride in Amarula's heritage?
The new identity strikes a harmonious balance between modern aesthetics and traditional African elements while underscoring the brand's commitment to conservation, particularly its support for HERD, Africa's first elephant orphanage.
The redesigned labels showcase the brand’s iconic elephant, reimagined through an illustration inspired by the African Shwe Shwe pattern. The new bottle structure utilises lighter materials to minimise environmental impact, while the signature golden tassel, crafted by a local women’s empowerment initiative, remains a proud symbol of Amarula’s identity and ethical values.
