LFH puts the passion back into Tia Maria



One of the world’s favourite liqueurs has been re-branded with new graphic design by international design consultancy LFH


New positioning will broaden the drink’s appeal by riding the crest of cocktail-drinking fashion.


Fabio Boldini, Head of Marketing for Spirits at Illva Saronno says, “Cocktail culture is now in full swing as people look to have more exciting and interesting drinks on their evenings out.  Tia Maria is the perfect starting point for any cocktails and we asked LFH to create a new look which reflects this new positioning and will attract a whole new generation who want to enjoy Tia Maria in a different way.  LFH have been great partners to take us on this journey and their design has given the brand a new vibrancy which is such a key part of the cocktail culture.”


The new design communicates mixology, and its ability to create cocktails with an exotic soul. The introduction of a crest alludes to the credibility of the Tia Maria secret recipe, its brand heritage and Caribbean history. LFH has also refined the Tia Maria word-mark to strengthen brand visibility and recognition. The swathes of Tia Maria red communicate passion and sensuality, whilst the iconic black bottle suggests dark indulgence and intrigue. The confident new design aims to return Tia Maria to the front of the shelf in urban bars, ready to be enjoyed by both men and women, either on its own or as part of a cocktail.


Chrissy Levett, LFH’s Creative Director says, “Our challenge was to give Tia Maria an exciting new visual identity which would portray the irresistible allure of the product’s promise and its 17th century Caribbean recipe, as well as the sensuality of drinking this rich and exotic liqueur. The new design needed to have strong shelf presence, especially in the bar environment, enabling Tia Maria to be the cocktail choice of a young, urban and gender-neutral target audience, but without alienating its existing consumer base.”



Once the world’s biggest-selling liqueur, Tia Maria lacked a strong identity and was not seen as a young persons’ drink. The strategy has been to change the perception of Tia Maria from being something drunk only after dinner and at Christmas time particularly by women aged 35-49 +.  The aim is to widen its usage occasions and tap into today’s growing trend for cocktails.

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