KALIDO
Kaleido is the rebrand of a Ready-to-Drink (RTD) beverage, blending the brand’s heritage with a new era of diversity, individuality, and inclusivity. Inspired by the kaleidoscope, the visual identity celebrates how unique elements come together to create something vibrant and cohesive.
How can we modernise a beloved brand
The challenge was to modernise a beloved brand while appealing to design-savvy audiences. Kaleidoscopes became a metaphor for collective energy, a reflection of the audience itself: individuals from all walks of life, each with their own perspective, identity, and rhythm, coming together to create something vibrant and ever-evolving. Just like a kaleidoscope, every piece is unique and, when brought together, forms something greater than the sum of its parts. This idea sits at the heart of the brand: a celebration of diversity, movement, and unity through design.
Every piece is unique and, when brought together, forms something greater than the sum of its parts.
Research into the brand’s history, audience, and market informed multiple design directions. Packaging, digital, and marketing visuals were iterated to balance modernity, recognition, and inclusivity.
Behind the Logo
The name Kalido was shortened to feel modern and memorable while still hinting at the vintage charm of a bygone device, reflecting a brand rooted in the past but refined for the present. The logo is formed from simple geometric shapes that come together to create an expressive and cohesive identity. The branding system expands on this concept with a rotating palette of vibrant colours, each representing flavour and personality, turning every can into a visual reflection of what’s inside.
The outcome is a concept-driven, cohesive brand identity. Kaleido’s bold, playful visuals, flexible patterns, and inclusive storytelling reflect the values of diversity and collective energy, creating a memorable and engaging experience for consumers.
