New Packs: Diageo’s Serengeti unveils new packaging, Absolut showcases new bottle

TANZANIA – Diageo’s Serengeti beer and Absolut vodka have both introduced fresh, eye-catching packaging designs, each reflecting unique brand heritage and modern appeal.

Diageo-owned Serengeti has collaborated with the strategic design agency Marks on an ambitious master brand redesign. This marks the first refresh since the brand’s debut nearly two decades ago.

As one of East Africa’s most popular beer brands, Serengeti aims to modernize its image while celebrating Tanzanian pride and optimism.

The redesign spans the classic Serengeti Lager, Serengeti Lite, and the new Serengeti Lemon, aiming to establish a cohesive “Proudly Tanzanian” identity across all products.

Marks’ design seeks to embody Tanzania’s progressive spirit with a new brand identity, packaging design, and communication strategy.

The leopard icon, “Chui,” has been reimagined with a forward-facing stance, symbolizing Serengeti’s future-focused direction.

Additional updates include a refreshed wordmark, a radiant sun graphic representing warmth and community, and a dynamic diagonal design to convey energy and movement.

Strategy Lead at Marks, Pippa Nordberg explained, “We wanted to reinforce Serengeti’s place in Tanzanian culture by weaving together national pride and cultural nuance in a way that resonates with today’s audiences.”

Marks’ Global Executive Creative Director Matt Kerr added, “The leopard is central to the design—embodying strength, agility, and dignity, while maintaining the brand’s core essence.”

Absolut showcases new bottle

In a separate unveiling, Ardagh Glass Packaging-Europe (AGP-Europe) collaborated with The Absolut Company on a 2024 limited-edition Absolut vodka bottle that honors Andy Warhol’s legacy.

The “Absolut Warhol” bottle design celebrates Warhol’s 1985 collaboration with Absolut Vodka, which began a tradition of artist partnerships for the brand.

The new bottle features vibrant shades of blue, recreated from Warhol’s original painting, screen-printed in layers for striking detail that evokes the artist’s signature style.

Julia Schilleras, New Product Development Process Manager at AGP-Europe, describes the bottle as “extra everything. ” Five glass-based enamel colors are layered to capture the texture and vibrancy of Warhol’s artwork.

Additionally, Warhol’s image and original signature adorn the bottle, giving it an authentic touch that brings his artwork to life when filled with vodka.

These refreshed designs underscore Serengeti’s celebration of Tanzanian heritage and Absolut’s artistic legacy, demonstrating both brands’ commitment to innovation while honoring their unique stories.

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