The Carib brand had started to lose its edge and sparkle. It needed to be brought up to date and re-establish as the undisputed icon of the Caribbean. All aspects of the brand required attention. The liquid, the physical bottle, the brand identity, including all the supporting brand material. Later the communication, both print and digital, needed an overhaul.
Unlike the present brand, we created a logo lockup containing an icon and a wordmark. The symbol was intended to be used with or without the word mark. Much like the emblem of a sports team, the icon echoed the essence of the reawakened brand.
The new wordmark, evolved from the original, has been rebalanced and reworked to appear contemporary and more confident. It is unmistakably Carib but with new elan. The addition of the text CARIBBEAN ORIGINAL, between the symbol and the wordmark, trumpets the brand’s claim to be THE true original of the region.
Together with the core Carib Larger, three other products are part of the brand’s line-up. BLUE, Pilsner and 0.0˚. We strongly recommended that to repel any international premium brand making inroads into their market, they needed to develop a premium lager.
Our suggestion was BLUE, a smooth 6˚ alcohol lager packaged in an eye-catching, high-end blue glass bottle.
For some reason, the name Pilsner has become synonymous with a light beer in this part of the world. The word, Light, doesn’t work in the eastern Caribbean; it is associated with watery beer. So a Pilsner is a Light beer at 4˚ ABV, while Lager contains 5˚ABV.
Because the Islands have a large percentage of non-alcohol drinkers, malt-based nutritional drinks are popular. For some time, Carib has produced a malt-based, zero-alcohol beer called Malta. During our intake, we discovered that many non-alcohol drinkers wanted their preferred Malta to appear more mature and feel less like a kids’ or wellness drink. So we renamed and redesigned the new version to become Carib Malta 0.0% alcohol-free beer. It also became a fully-fledged part of the Carib brand.
Over a year, the brand has undergone a thorough redesign and product update. This change has been celebrated in a glitzy new advertising campaign, all of which have helped the brand regain its Caribbean vibrancy and vibe.