Challenge

In 2015, two former colleagues came to us with their audacious dream to bring a new, premium tequila to market. They shared with us a sumptuous agave spirit, packaged in a stunning bottle with a label hand-drawn to represent the beauty born from their own personal struggle. But, marketing a new spirit takes more than a label. They asked for our help to create a flexible design system to launch Siempre Tequila into the world without losing the heart of the brand as we began to commercialize it.

Approach

Starting with the intricate illustration on the Siempre bottle, we deconstructed the layers to create a system of bold, ownable brand elements and typographic treatments that can be applied across myriad touchpoints to match the energy and aesthetic of the original design. We then applied this system to transform mundane “sales materials” into an unexpected and exciting branded experience: retail cases, bottleneck tags, tradeshow banners and booth, delivery van wraps and branded lifestyle merchandise.

Outcome

Siempre is a true entrepreneurial success story and a testament to the power of a vision, perseverance and sweating the small stuff - right down to the neck tags, shelf danglers and even branded hats. Today, Siempre is one of the fastest-growing tequila brands in the world, available in 2000 retail locations across 20 markets and recognized with numerous industry awards and accolades.