This marks the first comprehensive masterbrand refresh since the brand’s inception nearly two decades ago.
Serengeti, a beloved bottled beer brand in East Africa, partnered with Marks to rejuvenate its brand image, instilling confidence and creating a robust foundation for future innovations. The goal was to encapsulate Tanzanian optimism and modern pride.
The overarching ambition aimed to enhance brand salience, distinctiveness, and significance across Serengeti’s diverse audience. In doing so, the brand’s products would cohesively align under a singular narrative: ‘Proudly Tanzanian’.
The redesign captures the progressive spirit of Tanzania, introducing a refreshed brand identity, innovative packaging design, and a revamped communication strategy for Serengeti Lager, Serengeti Lite, and the newly launched Serengeti Lemon.
Pippa Nordberg, strategy lead at Marks, stated: “Serengeti is one of the most loved drinks brands in the country. It was important for us to strengthen Serengeti’s equity in the market, while reinforcing the brand’s role in culture.”
Furthermore, Nordberg noted that the brief required a deep analysis of Tanzanian culture. The team balanced national pride with the nuances of social and cultural heritage, ultimately crafting a brand that radiates personality.
Marks conducted a thorough examination of the competitive landscape, consumer behaviors, and the brand’s rich history. They recognized the need to articulate national pride in a manner that felt fresh and inclusive—without losing the brand’s authentic essence.
The new design builds upon the brand’s legacy while modernizing familiar pack elements to appeal to a younger, more progressive, and globally connected audience. Importantly, it retains the familiarity cherished by loyal customers.
Revamping its leopard ambassador, “Chui,” the new design opts for a simplified, contemporary portrayal that enhances the brand’s impact. Significantly, Chui now looks forward, symbolizing Serengeti’s future-oriented vision. Other essential elements include an updated wordmark, a radiant sun motif that conveys warmth, pride, and togetherness, and a striking diagonal graphic to maintain a sense of dynamism.
Matt Kerr, global executive creative director at Marks, articulated: “Leopards are striking creatures. Incredibly intelligent and quick, but with an undeniable dignity and poise. We built the new brand around this concept, pulling through design features that help build energy and movement. The result is a progressive, more charismatic, and livelier Serengeti.”