Kahlúa Global Redesign

Mexican Heritage with a modern twist

Kahlúa, the global pioneer of coffee liquor recognized the importance of moving with the times. Striving for long-term success, the brand embarked on a mission to attract the next generation of drinkers through a global redesign aimed to reflect its quirky, unique personality while ensuring its Mexican heritage was better conveyed.

Captivated by Mexican textiles, this discovery sparked the idea to create unique patterns for each of the flavors. The design celebrates the flavor-driven patterns to allow for easy identification of variants while paying homage to Mexican heritage and hinting at the playful spirit of the drink.

Scope: Global Packaging: US, Canada, UK, and Asia
Role: Creative Director, Dragon Rouge
Design Contributors: Rietje Becker, Claire Lieber
Renders: Lyon Visuals