Serengeti Looks to a Vibrant Future Through Energetic Brand Redesign by Marks That Builds on Tanzanian Spirit

Strategic design agency Marks has created an ambitious redesign for Diageo-owned Serengeti to bring a modern, positive, and future-forward feel to the popular beer brand. It’s the first masterbrand refresh since its launch nearly two decades ago. As one of the best loved bottled beer brands in East Africa, Serengeti collaborated with Marks to help re-establish the brand’s confidence, provide a flexible foundation for future innovations, and amplify Tanzanian optimism and pride in a modern way. The ambition was to drive salience, distinctiveness and meaning with Serengeti’s diverse audiences at a masterbrand level, while allowing its products to sit together under one unifying direction – ‘Proudly Tanzanian’. Proudly Tanzanian: The redesign draws on the progressive energy of Tanzania and it