NEW ZEALAND – Pernod Ricard has launched a new design for Malibu portfolio including a refreshing look for its iconic bottle range and ready-to-drink (RTD) cans.

Set to attract millennial consumers, the make-up involves an evolution design as well as an updated contemporary logo with a goal to maintain a strong brand equity across the globe during the summer.

The Malibu logo has a new bigger and bolder look with lifted palm leaves, sunset colors and a revised horizon and introduction of recommended serve images on the back of pack looks to enhance taste appeal and inspiration for consumers.

The new Malibu RTD cans feature an improved, eye-catching design, with engraved palm leaves to reflect the essence of the brand’s summer inspired personality.

They also have a new artwork, integrating modern printing techniques that combine glossy and matte finishes.

“The purpose of the new re-design is to strengthen Malibu’s position as the number one flavored spirit brand even further and to make sure that we stay relevant and top of mind amongst a future generation of consumers including a more contemporary look and feel, better visibility in e-commerce and future proofing of our bottle design for growing use of image recognition technology in digital,” said Elsa Rafen, Senior Global Brand Manager and lead of the re-design project.

According to the company, the redesigned portfolio places the brand as a leader within the flavored spirits category by attracting a new niche of young adult consumers.

This is in line with the brand vision to become a global icon of summer as it can be enjoyed on-the-go during the summer.

The new refreshing look was developed by Dag Forsberg, as the Lead Designer and behind the new design of the iconic Malibu bottle is Stockholm-based design agency Brand Union.

“Together we considered every single aspect of the design, optimizing the Malibu brand core assets and approaching the overall design with a mindset relevant to the target group,” said Dag Forsberg.

“Ultimately resulting in a fresh, contemporary, bold and confident design that allows a spontaneous and joyful personality to shine through.”