History has resurrected Old Jamaica, breathing life into an iconic name with a dynamic revamp
Old Jamaica Ginger Beer, a beloved brand known for its spicy and refreshing taste, has undergone a dramatic transformation as it unveils a new rebranding campaign. The revamp, reminiscent of Coca-Cola's Bodyarmor rebrand and the updated Twix logo, promises an unexpected nostalgic delight for consumers.
The rebranding effort draws inspiration from the visually rich culture of the Caribbean, with an emphasis on its infinite tones. The new identity is a vibrant example of how packaging design can revive a tired brand, featuring vivid colors such as blues, oranges, yellows, and greens across a fresh variety of colorful cans.
The iconic palm tree logo has been reimagined with a more graphic, modern appeal, serving as the calling card for the new Old Jamaica. This symbol represents the brand's new spirit, aiming to evoke a sense of big spice in its consumers.
The campaign slogan, "Welcome to the new Old Jamaica!", emphasizes its fresh and revitalized identity. The rebrand campaign will run from late-April until the summer, across social and digital platforms.
Alfonso Haces, senior global marketing head at Old Jamaica's parent company, Beliv, anticipates the brand showing up in some unexpected places in the coming months. The design inspiration for the new Old Jamaica comes from the Caribbean's rich technicolour culture.
The revamp campaign is led by Hernán Cerdeiro, SAMY Alliance CCO Americas, the agency responsible for the rebrand. The new wordmark features an edgy, clean font that captures the spirit of the brand's heritage Old English aesthetic. The new Old Jamaica offers a revitalized sense of energy, authority, and flavor, seeking to transport consumers to a strikingly colorful, festive, fun, and fresh world.
While specific insights on the packaging design for Old Jamaica ginger beer from SAMY Alliance remain undisclosed, the general approach to successful rebranding involves a thoughtful balance between modern design and heritage elements. This balance is evident in the new Old Jamaica rebrand, which successfully blends contemporary aesthetics with the brand's rich history and heritage.
Sources: [1] Ribena's recent rebrand: refining the wordmark and incorporating fresh icon designs [2] Old Jamaica's marketing stunt last year: announcing the retirement of its ginger beer, only to later reveal a rebranding effort.
- The layout of the new Old Jamaica packaging design showcases a vibrant, technicolor aesthetic, reminiscent of the Caribbean's rich culture.
- The rebranding of Old Jamaica incorporates various creative elements, such as edgy typography that captures the brand's heritage Old English aesthetic.
- The new logo for Old Jamaica, featuring a reimagined palm tree, exudes a graphic, modern appeal, symbolizing the brand's new spirit and the big spice promise.
- The color scheme for the rebranded Old Jamaica includes playful hues like blues, oranges, yellows, and greens, aligned with the fashion-and-beauty, food-and-drink, and home-and-garden industries.
- Art direction for the rebrand came from SAMY Alliance CCO Americas, Hernán Cerdeiro, who aims to transport consumers to a strikingly colorful, festive, fun, and fresh world.
- Old Jamaica's branding emphasizes a balance between contemporary design and heritage elements, as seen in the new wordmark and the graphic, modern palm tree logo.
- The luxurious lifestyle associated with Old Jamaica Ginger Beer is underscored through the revitalized brand identity, showcasing a confident and authoritative presence in the beverage market.
- Lifestyle magazines like Harper's Bazaar and Architectural Digest can anticipate featuring articles on the impressive packaging design and rebranding campaign of Old Jamaica in the coming months.
