Amarula liqueur gets new look

by Alice Brooker

African brand Amarula has redesigned the packaging for its cream liqueur with creative agency JDHH.

The branding refresh consists of a newly designed bottle and label. Charmelle Conning, Amarula’s global brand leader, said: “We set out to create a fresh visual language for Amarula without losing any of its heritage. "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 centre: the elephant, the marula fruit and the distinctive tassel around the neck of the bottle.” JDHH Creative worked with Amarula to create a strategy and structural design that builds on the brand’s image. The new bottle is sculpted to reflect the shape of the elephants head, while the refreshed label features a modernised Amarula logo. The logo presents an elephant and fruit, alongside colours and patterns drawn from local African landscape and communities. Bottled at 17% ABV, the liquid delivers notes of caramel and citrus. Amarula is double distilled from organic fruit of the marula tree. The cream liqueur is then matured for two years in French oak before being blended with fresh cream. The bottling is available to buy from Drizly for RRP US$23.99 per 750ml and US$28.99 per one-litre bottle. In 2018, the brand partnered with African artists to design limited edition packaging inspired by Africa’s cultural diversity.