Midori repositioning
Midori: the neon-green melon liqueur that once ruled the cocktail scene has lost it’s shine with modern drinkers. For this brief, I was brought on to help change that. The challenge: reposition Midori in a way that felt bold, relevant, and irresistible to a new generation of liqueur lovers aged 25–44.
My approach centred on reinvention with respect. I developed two creative platforms to reintroduce Midori in a way that felt trend-led but still grounded in its bold identity.
Year
2025
type
Creative Campaign Development
Concept Strategy
Visual Direction
“Remix on Classics” reimagined nostalgic cocktails like the Midori Sour and Margarita through a modern lens - vibrant visuals, elevated serves, and an art direction that paid homage to Midori’s retro roots while leaning into today’s design and social trends.
“The Serve” simplified Midori’s role in the drinks cabinet. This platform focused on fresh, easy-to-make drinks that positioned Midori as more than just a party liqueur; stylish, versatile, and perfect for spontaneous occasions or casual get-togethers.
To drive retailer engagement, I created a custom activation concept for Dan Murphy’s, ensuring the campaign would land with impact both in-store and online. Designed to be TikTok-friendly and seasonally flexible, the campaign was anchored around a Spring/Summer push (October–December) but built to stay relevant year-round.
This project was all about striking the right balance, keeping Midori’s iconic brand DNA intact while making it feel current, craveable, and culturally in tune. The result: a strategic repositioning ready to bring Midori back into the mix. literally.
*This was a design challenge and not a real project*
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