Prior to their redesign, Kurko's alcoholic drink cans were bold, blue and looked a lot like beer, appealing primarily to an all-male market. The rebranding of the drinks by Taxi Studio now presents the Long Drinks beverages as fresh and fruity. The name Kurko itself is slang for "king," and the crown is an important part of the brand's identity. Rather than reintroducing a heavy metal crown, the new beverage cans show off a crown-shaped liquid splash, which is a clever way to show that the brand has reclaimed its crown.
The new design also gives the graphic elements on the can more room to breathe and as a whole, it's now much more appealing to both male and female consumers.