Case study / Food & Drink

Afrimalt UK Limited

Packaging Redesign, 500 ml Can Artwork, Print-Ready Packaging, 3D Product Rendering, Campaign Art Direction for Afrimalt UK Limited, created in United Kingdom.

Category
Food & Drink
Scope
Packaging Redesign, 500 ml Can Artwork, Print-Ready Packaging, 3D Product Rendering, Campaign Art Direction
Focus
Malt drink can redesign
Ice-cold redesigned AFRIMALT 500 ml malt drink can with condensation, clear ice cubes and a dark caramel malt splash

Project overview

A clear idea, brought to life with purpose.

01

About the project

Malt drink can redesign and campaign for AFRIMALT by Tony Musso, modernising familiar red-and-gold assets for stronger retail and ecommerce impact.

02

The design response

A modern can with retained brand equityThe redesigned can keeps the symbols that carry AFRIMALT's memory but gives them a new visual engine. The lions, star and premium red-gold palette remain; the radial construction, stronger wordmark and disciplined hierarchy deliver the change.This balance makes the redesign feel credible to existing customers while giving the product enough brightness, movement and clarity to reach new audiences.From print master to commercial launchThe final system works across production artwork, retailer presentations, ecommerce, outdoor-style campaign...

Hand-drawn AFRIMALT 500 ml malt drink can redesign process showing old and new can studies, retained lions and star, radial construction and back-panel zones
Before and after comparison of the original burgundy AFRIMALT can and the redesigned vivid-red 500 ml malt drink can

Design priorities

Built to stand out. Structured to stay clear.

  1. 01

    Distinctive identity

    Build a recognisable visual idea that gives the project its own clear point of view.

  2. 02

    Clear communication

    Organise the message so the audience can understand the product quickly and confidently.

  3. 03

    Designed for context

    Create a flexible system that stays coherent wherever the brand needs to appear.

Ice-cold redesigned AFRIMALT 500 ml malt drink can with condensation, clear ice cubes and a dark caramel malt splash
Extreme close-up of the AFRIMALT red aluminium can showing condensation, gold lions, central star and radial print detail

Creative direction

A distinctive idea designed to work everywhere.

Keep the memory, remove the limitations

The lions and central star were treated as recognition assets rather than decoration to be discarded. Their relationship was tightened into a compact crest-like focal point, while the brighter metallic red and cleaner white wordmark made the brand easier to identify from distance.

The comparison between the old and new cans makes the strategy visible: the redesigned pack still feels unmistakably AFRIMALT, but every retained element now contributes to a stronger reading order.

Radial energy built from the centre

Fine dark-red lines radiate from the star behind the lions, creating movement across the tall can without introducing an unrelated motif. The sunburst draws the eye into the heritage mark and then releases it toward the can edges, giving the cylindrical format scale and momentum.

The brighter red field creates a powerful shelf block when several cans are merchandised together. Gold illustrations bring warmth and heritage, while white typography gives the essential buying information enough contrast to remain clear in-store and online.

A hierarchy designed for a 500 ml can

NON ALCOHOLIC establishes the category first, the lions and star create the visual signature, AFRIMALT carries the main recognition and MALT DRINK confirms the product. BEST SERVED CHILLED and the 500 ml declaration finish the front panel without competing with the core message.

Around the back, multilingual ingredients, nutrition data, contact information, barcode, QR code and recycling symbols were organised inside the full print master so the expressive front and production-heavy reverse could coexist as one continuous can design.

Cold refreshment as campaign language

The launch imagery turns the red-and-gold identity into a sensory world of clear ice, silver aluminium, water droplets and dark caramel malt. High-speed splash photography, hard golden light and monumental can scale give the product the confidence of a major international soft-drink campaign without borrowing another brand's visual identity.

Black adult talent places AFRIMALT in genuine social moments: held proudly at a rooftop gathering, shared around an ice bucket and integrated into contemporary red, cream, denim and gold styling. The people add culture and warmth while the can remains the hero.

Overhead commercial composition of wet AFRIMALT malt drink cans packed through clear ice with restrained barley details

Featured scope

The work behind the project.

  • CLIENT PROJECT
  • BEVERAGE PACKAGING
  • CAN REDESIGN
  • 3D VISUALS

Created for Afrimalt UK Limited in United Kingdom. Designed by Tony Musso.

Dynamic AFRIMALT 500 ml can surrounded by frozen caramel malt splash, ice cubes and red-gold campaign lighting
Stylish Black adult woman holding a cold AFRIMALT malt drink can at a vibrant golden-hour rooftop gathering
Three Black adults sharing unopened AFRIMALT non-alcoholic malt drink cans around an ice bucket at a colourful rooftop gathering

Planning a food & drink design project?

Let’s make the next one unmistakable.

A successful redesign does not have to delete the product's memory. AFRIMALT became stronger because the lions, star and premium red-gold character stayed, while the hierarchy, colour and movement around them were rebuilt. The result feels new without asking loyal customers to learn the brand again.

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