Oat has rebranded Kiki Cocktails with a new identity, which borrows from the visual language of magazine front pages and mastheads.
Each cocktail now features an illustrated character, which overlaps a new logotype, coming together in a way which is reminiscent of a magazine cover and masthead.
Kiki wanted to represent inclusivity and shared moments through the brand, moving away from the “stuffy traditional notions of cocktail hour”, says Oat founder and creative director Tori Phillips-Walmsley.
Oat had previously worked with Kiki’s founders Tommy and Bobby Mizen on the interior design and signage for the family’s Good Hope Cafe in London’s Hither Green (now Found Hope store). After launching its pre-mixed cocktail brand, the brothers decided that while they loved the bespoke illustrations drawn by Nathan Brenville, they weren’t convinced that the product had enough shelf presence.
On the previous packaging, the brand name was “relegated to the side of the bottle” and not visible when looking at it straight on, according to Phillips-Walmsley. Instantly she knew that aspects such as this would have to change, which she says was “later confirmed and explored from a thorough research stage”.
The logotype is a customised version of PiePie typeface, which is a display sans font published by Dharma Type. Phillips-Walmsley says they were drawn to the letter I’s “with the playful curve of the tittle”, adding “a playful feel to very punchy lettering”.
Originally, Oat was looking at “more off-kilter and expressive” logotype options, but Phillips-Walmsley says the founders were keen to have something that could be both “on-trend and timeless”. Its new headline font demonstrates a cleaner look and is also meant to be highly legible, even from a distance.
PangramPangram’s Aggrandir is the supporting typeface, with quirks to match the leading logotype. Phillips-Walmsley explains that each cocktail mix has its own “typographic slogan lock-ups” on the labels, using a variety of typefaces to create “a diverse feel”.
Since the founder’s wanted to keep their bespoke illustrations from the original branding, Oat made slight tweaks, cropping them to fit the space. “Extraneous shapes and details” were also removed, says Phillips-Walmsley, but otherwise they have stayed the same.
She adds that one of the more difficult design challenges was ensuring that the branding and illustrations always worked together, “neither overshadowing the other”, especially after the visibility issue with the original identity.
Kiki’s new colour palette comprises hot pink, bright orange and deep blue on an off-white base. It seeks to reflect the brand’s personality by being “warm, welcoming, punchy and fun”, according to Phillips-Walmsley. She says that opting for a “distinctive, high-contrast palette” meant guaranteed impact on the shelf, while “retaining a fresh and premium feel”. It also differentiates Kiki from competitors marks, which Phillips-Walmsley says often use “pastel, muted or dark/black” hues.
Previously, Kiki did not have a means of selling directly to the public. To rectify this and broaden its consumer base, Oat also designed a simple e-commerce website for Kiki.
Kiki’s new identity is currently rolling out over social media, its website, tote bags and drinks coasters. The brand is set to launch a canned cocktail range in the near future, which Oat will develop alongside them.