Maltese soft drink Kinnie is expanding into new markets with a refreshed brand positioning, identity and packaging design developed by Bluemarlin.
A new, larger circle casts a shadow over the logo, evoking sunny days. A deeper palette of oranges, rusts, burgundies and teals better captures the bittersweet character of the liquid.
Bold slab-serif fonts are balanced with ‘Kinnie Kreativity’ graffiti elements to add a layer of disruption and energy.
Painterly textures dispersed throughout the brand world bring a dynamic, hand-crafted quality that reflects Kinnie’s free-spirited nature. Expressive brushstrokes add movement, depth and creativity to the visual language.
Andrew Eyles, co-founder, Bluemarlin, said: “We helped brand owners, Simonds Farsons Cisk, see that behaving like a global brand doesn’t mean becoming a generic one. It means amplifying and dramatising what makes you unique and unforgettable.”
Samantha Dumont, executive creative director, Bluemarlin, said: “Their challenge was to modernise Kinnie, clearing away the visual clutter and reimagining the brand in a way that feels bold, confident and unique, while staying true to the Kinnie that customers know and love.”
Susan Weenink Camilleri, Head of Sales and Marketing at owner Simonds Farsons Cisk, said: “Bluemarlin have been trusted brand guardians for Kinnie for a number of years now. What we appreciate most is their ability to honour unique heritage while preparing brands for the bigger stage. The Kinnie rebrand isn’t about mimicking global giants – it’s about embracing who we are and expressing it with imagination, irreverence and iconic taste.”