Before & After: Tuaca

Cue takes on a redesign of Tuaca: "Tuaca is a premium liqueur with Italian roots, said to be based on a recipe originally created for Lorenzo de’ Medici during the Italian Renaissance."

"We redesigned the brand identity and package to retain its Italian heritage – branding elements are born from the brand’s rich heritage – but also to reflect a more modern, energetic personality. The identity is built from a simple system, but offers variety in application to create energy and intrigue around the product. The new brand expression recasts Tuaca as a brand with an adventurous spirit."

Comments

[Jay]

Wow! Love the graphic treatments. This looks way more modern.

[DKD]

Really good - modern with a classic twist. Keeps a thread back to the precious look - but updates it with crisp details.
Love it. Best use of Gotham since that campaign of 2008!

[Brian Son]

Wonderful use of Gotham (agreed), and a nice update that doesn't completely lose itself and ends up looking not only modern, but drives the brand as a premium liquor as it should be, not an outdated one.

[Neil]

Feels like it's lots most if not all of its heritage. Modern? don't you mean bland.

[Tiffany]

I like the update, and agree with the comment that it "drives the brand as a premium liquor as it should be, not an outdated one." I'd be much more inclined to pick this up off the shelf than with the previous packaging.

[Tuacalover]

The new design is disappointing and introducing a screw-off cap demeans the quality of the brand. The cork top in the previous design gave it class.