A NEW EQUATORIAL LIQUEUR BRAND
Mahalo Spirits came to me with a cool project: creating a brand-new Hibiscus cordial spirit (sorrel) from scratch. I got to work alongside business strategists, and together, we dived into building this new classic brand. We spent months researching, brainstorming, and refining until we settled on the perfect positioning and brand identity you see below. It's been quite the journey.
As many of us know about the flavor, just a few know the story behind the hibiscus flower. Originally from Africa 6000 years ago and used in its cuisine and teas, this flower was introduced to Asia during the spice trade and was quickly used for fiber, consumption, and medicine. At last, its seeds were brought by the African slaves to the New World, and Hibiscus has been growing in the Caribbeans since the early 1700s.
As this unique flower couldn’t be translated into just one liqueur drink, we decided to create flavors from all prominent corners of the globe that could better represent what Hibiscus is for each culture. West Indies: Caribbean-influenced recipe focused on warmth. Like cinnamon, clove, nutmeg, and ginger. West Africa: The recipe nods to the ancient roots of roselle tea: citrus fruits, vanilla, mint, and cinnamon. And East Indies: The tartest recipe inspired by South East Asian flavors: cardamon, ginger, and honey.
