Strawberry Lips

The Kiss of Pink! - Learn more

Strawberry Lips is no stranger to South African nightlife. A top-selling local favourite, the strawberry-flavoured cream liqueur infused with premium gold tequila has built a reputation as the go-to party drink, playful, iconic, and unapologetically bold.

With the category becoming increasingly competitive, Circle was tasked with reimagining the Strawberry Lips visual identity and packaging, to amplify shelf standout, modernise the brand’s visual codes, and ensure it claimed its rightful place as the centre of the celebration.

From icon to identity

The existing packaging had strong visual cues, but lacked cohesion. Our strategic approach was to distil the essence of what made Strawberry Lips memorable, refining rather than reinventing.

We identified two powerful brand assets worth elevating:

The strawberry disco ball
The pink lips icon

These two elements formed the foundation of the new brand system. The mirror ball became a symbolic visual anchor capturing the sparkle, rhythm, and social energy of the Strawberry Lips experience. The lips added sass, personality, and a confident wink at the consumer.

A visual system designed to shine

We crafted a flexible visual language where the mirror ball, reflective rays, and lip icon could function as a cohesive hero layout, or be pulled apart into dynamic, modular brand assets for digital, packaging, and print applications. This gave the brand consistency without losing playfulness.

To elevate shelf presence, we introduced foil finishes to amplify light interaction, mirroring the disco ball’s radiance and ensuring the product would demand attention in-store, even from across the aisle.

Turning colour into character

The colour palette draws from the hues refracted by a mirror ball, vibrant pinks, warm metallics, and radiant accents, creating a design that feels as alive as the dancefloor. The result is a brand that doesn’t whisper; it glows, it beams, it invites.

Positioned for prominence

The redesigned packaging confidently positions Strawberry Lips as more than just a liqueur, it’s a mood, a vibe, and an essential accessory to any great night out. With a refreshed identity that’s both instantly recognisable and unmistakably fun, Strawberry Lips is ready to own the shelf and the spotlight.