Mahiki Design & Branding TIKI SPIRIT by Design Bridge Limited

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Industry Vodka
Media Design & Branding
Market United Kingdom
Agency Design Bridge Limited
Illustrator Geoffrey Appleton
Released April 2012

Credits & Description

Category: iii. Premium Brand
Product/Service: MAHIKI COCONUT
Design Manager: Steve Honour (Diageo)
Group Creative Director: Graham Shearsby (Design Bridge)
Senior Designer: Hayley Barrett (Design Bridge)
Illustrator: Geoffrey Appleton (Freelance)
Client Business Director: Kasia Bannon (Design Bridge)
Client Manager: Emily Carrick (Design Bridge)
Media placement: Mahiki Coconut bottle - coral - Mahiki nightclub & Selfridges - 21 June 2011
Media placement: Mahiki Coconut bottle - blue - Mahiki nightclub & Selfridges - 21 June 2011
Media placement: Mahiki Coconut bottle - black and white - Mahiki nightclub & Selfridges - 21 June 2011
Media placement: Mahiki Coconut image board - Cannes Lions awards - 27 April 2012

Describe the brief from the client
The owners of Mahiki, one of London’s most popular nightclubs, wanted to extend the brand into the drinks market. Diageo briefed us to create the packaging for a premium coconut liqueur that embraced the spirit of the Mahiki brand.

Describe the challenges and key objectives

Our main objective was to capture the emotional connection to the brand in a way that pushes category rules. Creating the right packaging for the bottle was a testing and complex process. The big idea inspired by fabrics was so strong that we knew the techniques we wanted to apply from the start but it was innovative for the manufacturer. One significant challenge was recreating the feel of fabric on the bottle sleeve, we had to push the technology of shrink-sleeve to a premium level.

Describe how you arrived at the final design
We treated the bottle as a canvas. Inspired by the eclectic nature of Tiki bar culture, we dressed the bottle in vintage 1950’s fabrics, the different patterns highlight the individuality and free-spirited personality of the Mahiki brand and the result is a credible brand addition that leverages the profile of the club. Absolute attention to detail informs the authenticity and tailored finish of the design.

Give some indication of how successful the outcome was in the market

The design connected so strongly to the personality of the brand, 3 patterns were chosen to create a choice for Mahiki's eclectic audience. It was ground-breaking for Diageo to use 3 different designs to launch 1 liquid and the range instantly raised brand awareness of Mahiki Coconut.