The iconic soft drink brand Old Jamaica returns to the market with a completely renewed image and a full redesign of its packaging. This transformation, carried out in collaboration with the creative agency SAMY Alliance, aims to update the brand’s aesthetics without losing its Caribbean essence and bold character.
After a brand review process, Old Jamaica has left behind its classic design—marked by retro brown and red tones—to make way for a palette of six vibrant colors that better connect with new generations and reflect a more playful and energetic attitude. This new visual identity will be deployed in a digital campaign and on social media starting from the end of April and will extend throughout the summer.
One of the most notable changes is the renovation of the logo: the traditional scene with palm trees and beach, which accompanied the brand for more than three decades, has been replaced by a stylized palm tree, with simple lines and a modern look, designed to stand out in digital environments. Additionally, the old-style typography has been replaced by a more contemporary typeface that maintains some connection with the original but is adapted to current trends.
The redesign has also improved legibility on the packaging. The use of fonts has been unified, using Brule Bold for main titles and Cera Pro Black for secondary texts, which provides a cleaner and more coherent aesthetic.
“The Caribbean is one of the richest cultures visually, with an almost infinite color palette”, comments Hernán Cerdeiro, creative director of SAMY Alliance in America. “We wanted to capture that visual energy in Old Jamaica’s new image. The new design invites you to immerse yourself in a universe full of color, rhythm, and flavor.”
For his part, Alfonso Haces, global marketing manager of Beliv Company, emphasizes: “This new identity is not only designed to stand out on the shelf, but also to maintain a strong link with the brand’s origins. The stylized palm tree will be the new emblem of Old Jamaica, a clear signal of its evolution and what’s to come.”
