Tuaca, a premium liqueur with Italian roots, is said to be based on a recipe originally created for Lorenzo de’ Medici during the Italian Renaissance. While the taste is appealing and garners loyal fans, the brand lacked energy and a relevant connection to attract a young adult audience. Minneapolis-based Cue Inc. created a new identity and packaging that retains the brand’s Italian heritage but that also reflects a more modern, energetic personality. Built from a simple system, that offers variety in various applications, the new expression recasts Tuaca as a brand with an adventurous spirit.
// From our friends at Communication Arts