A new, larger circle envelops the logo, symbolizing sunny days and uplifting experiences. The updated color palette—featuring deeper shades of oranges, rusts, burgundies, and teals—captures the bittersweet essence of the beverage, aligning seamlessly with current food and drink consumer trends.
Bold slab-serif fonts contrast with ‘Kinnie Kreativity’ graffiti elements, injecting a sense of disruption and energy into the design. This approach not only aligns with modern food and drink marketing strategies but also resonates with a diverse audience seeking authenticity.
Painterly textures woven throughout the brand identity introduce a dynamic, hand-crafted quality that reflects Kinnie’s free-spirited nature. Expressive brushstrokes contribute movement, depth, and an innovative flair to the visual language, emphasizing the brand’s commitment to sustainable packaging.
Andrew Eyles, co-founder of Bluemarlin, remarked: “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 dramatizing what makes you unique and unforgettable.” This perspective is vital, especially in the competitive landscape of food and drink sustainability.
Samantha Dumont, executive creative director at Bluemarlin, noted: “Their challenge was to modernize 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.” This balancing act is essential for adapting to shifting food and drink packaging expectations.
Susan Weenink Camilleri, Head of Sales and Marketing at Simonds Farsons Cisk, stated: “Bluemarlin have been trusted brand guardians for Kinnie for a number of years now. What we appreciate most is their ability to honor 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.” This strategic approach highlights the importance of authenticity in today’s market.
