Global brand consultancy bluemarlin and Maltese beverage corporation Simonds Farsons Cisk have launched Kinnie Rumba – a bold, rhythmic expression of the much-loved soft drink Kinnie – building on the brand’s growing presence in the alcoholic beverage space.
As long-standing brand guardians of Kinnie, the bittersweet orange-flavoured beverage, bluemarlin has once again demonstrated the brand’s flexibility and cultural relevance, transforming its unmistakable profile into a spirited new offering. Kinnie Rumba, a Kinnie and spicy rum-flavoured aperitivo, marks the next chapter in the brand’s journey, building on the success of Kinnie Spritz.

“Kinnie Rumba is an invitation to experience Kinnie in a new way,” says Gareth Roberts, Associate Creative Director at bluemarlin. “It was important for us to create something that honoured the brand’s heritage while confidently building in the ready-to-drink category. We wanted to deliver on the promise of Rumba and for people to feel the true spirit of Cuba.”

bluemarlin came up with the vibrant and evocative name Rumba – a clever nod to the product’s key ingredient and the celebratory rhythm of the Caribbean dance.
The result is a striking sub-brand that embodies movement, music and energy, complete with hand-drawn typography, colourful visual language and a richly textured brand world inspired by the street art, vintage cars and sunlit walls of Havana.

A contemporary flex
From a design strategy perspective, Kinnie Rumba expands on the flexible identity system developed by bluemarlin. Using the Kinnie brandmark to crown a distinctive ‘watch strap’ framework, the sub-brand strikes a balance between familiarity and distinction, connecting with Kinnie’s loyal audience while welcoming new consumers into a more adventurous adult setting.

“This project proves how adaptable the Kinnie brand really is,” says Andrew Eyles, Co-founder at bluemarlin. “We’ve shown it can stretch from an everyday family favourite to an evening cocktail moment, all while retaining its core personality.”

The launch of Kinnie Rumba represents the beginning of a broader strategy for Kinnie to expand into a greater portfolio of alcoholic drinks. With future extensions in mind, this new direction sets the tone for how iconic drinks can innovate and remain culturally relevant in home markets and beyond.
bluemarlin’s approach with Rumba will ensure that each new Kinnie product can express its own flavour, story and aesthetic while still remaining part of a cohesive family.
Karl Bondin, Head of Marketing at parent company Simonds Farsons Cisk, said: “Kinnie has been delighting fans since 1952 with its one-of-a-kind taste. Thanks to bluemarlin, we’re bringing the brand to new moments, new audiences and a future full of exciting possibilities.”

bluemarlin’s new brand work for Kinnie Rumba will be seen across multiple consumer touchpoints, including on shelf, in-store displays and a vibrant digital presence. It will also feature in outdoor advertising, promotional materials and point-of-sale activations, ensuring a bold and consistent look wherever the brand connects with its audience.