Old Jamaica reveals brand refresh and new visual identity
Image: Old Jamaica
Old Jamaica has returned to retail with a refreshed visual identity and redesigned packaging. The new look, developed in partnership with social-first agency SAMY Alliance, aims to modernise the brand while retaining its Caribbean roots and signature boldness, according to the company.
Following a brand review period, Old Jamaica has replaced its long-standing packaging design – characterised by muted browns and retro reds – with six vibrant new colourways. These updated visuals are intended to resonate with younger consumers and reflect the brand’s playful and spirited character. The refreshed design will be rolled out as part of a broader digital and social media campaign running from late April through the summer.
The rebrand includes a revised logo and updated visual elements. After 35 years, the classic palm tree and beach scene has been retired in favour of a stylised palm icon. The new icon is minimalist and designed to be easily recognisable across platforms. Additionally, the antique-style “Old English” logo font has been replaced by a streamlined, modern typeface that references the original lettering while aligning with contemporary design standards.
Typography across the can has also been refined. The previous mix of fonts has been consolidated using Brule Bold for headlines and Cera Pro Black for supporting text, creating a more cohesive and legible layout.
Hernán Cerdeiro, chief creative officer Americas at SAMY Alliance and campaign lead, explained, “The Caribbean is one of the most visually rich cultures on the planet, and its tones are infinite. We wanted to reflect that vibrancy in the new Old Jamaica look. The updated palette and design aim to transport consumers to a world that is colourful, festive and full of flavour.”
Alfonso Haces, senior global marketing head at Beliv Company, added, “Old Jamaica is back with a new identity that’s designed to stand out on shelf while maintaining links to its heritage. SAMY Alliance has helped deliver a bold redesign and a strong new campaign. The stylised palm tree is a symbol of the brand’s evolution and will become a recognisable mark of Old Jamaica in the months ahead.”
For more information, visit: www.oldjamaicagingerbeer.com
