Old Jamaica’s back, baby. And it’s not just running its mouth this time. After bowing out with the sassiest goodbye in soft drinks history, the UK’s favourite ginger beer is making an unapologetic return to shelves, kitted out in an all-new look that’s brighter, louder, and far less beige than before. The makeover? Pure fire. The attitude? Still spicy. The team behind the new look? SAMY Alliance, the social-first agency.
After a period of “deep reflection” (read: realising we looked like your nan’s kitchen tiles), Old Jamaica decided it was time to ditch the dull and dial up the drama. Out go the drab browns and retro reds. In comes six punchy new colourways that scream fun, fizz, and full Caribbean flavour.
The new look is designed to resonate with younger audiences, and complement its bold and edgy relaunch campaign, playing out across social and digital channels from late-April until the summer.
The rejuvenation doesn’t stop there! Both the logo and Old Jamaica’s iconic, palm tree fringed beach theme has been dragged into 2025. After 35 years gracing the cans its time was done.
Old Jamaica Redesign
In its place: a sleek, stylised palm icon. Simple, modern and set to be iconic and you’ll be seeing a lot of it. Probably tattooed on a superfan soon. It’s a spicy nod to Old Jamaica’s roots and back story. We don’t want to leave the Caribbean too far behind.
And the logo? SAMY Alliance has gracefully retired the “Old English” antique font. What’s replaced it is bold, streamlined, and still gives a respectful nod to the OG strokes. Clean, crisp and designed for now, not nostalgia.
Typography across the can has also had a spicy makeover. No more clashing fonts fighting for attention. It’s all been stripped back and rebuilt using Brule Bold for the big stuff and Cera Pro Black for everything else – aka fonts that know how to behave in a crowd.
Commenting on the redesign, Hernán Cerdeiro, SAMY Alliance CCO Americas and campaign lead, commented: “The Caribbean is one of the most visually rich cultures on the planet and its tones are infinite. Why keep things muted in a land of rich technicolour?
“Our new vibrant colour combinations have been designed to transport consumers to a world that is strikingly colourful, festive, fun, fresh and bringing some big spice. Welcome to the new Old Jamaica!”
Alfonso Haces, senior global marketing head at Beliv Company (the parent company of Old Jamaica), added: “Old Jamaica is back, bigger and better than ever. SAMY Alliance has done us proud, not just in creating the craziest comeback campaign in the history of brand advertising, but also in this brilliant new brand identity and product redesign.
“The new look and feel packs a real punch. It stands out on shelf and it says new without departing entirely from the old. The reimagined palm tree is a powerful new symbol to represent the Old Jamaica brand, one that is instantly recognisable.
“In the coming months, as Old Jamaica brand shows up in some unexpected places, the palm tree symbol will be our calling card, representing the new Old Jamaica at a glance!”
