A Bold Evolution X Albert Morell

Albert Morell works on a dynamic redesign capturing Tanzanian pride, energy and heritage for East Africa’s leading beer brand Serengeti.

Albert was commissioned by creative agency Marks to breathe new life into the iconic "Chui" leopard emblem for Serengeti—one of East Africa’s most celebrated beer brands.

Tasked with modernising the brand while honouring its legacy, he crafted a striking diagonal composition that infuses the leopard with motion, agility and strength. This bold, graphic interpretation positions the leopard as a symbol of Tanzanian pride and forward momentum, bringing a fresh sense of dynamism to a beloved brand.

The refreshed identity sits proudly at the heart of Serengeti’s new campaign, seamlessly blending tradition with contemporary flair.