HERRADURA Designing to signal quality and prestige. 140 years of success. 16 gold medals for taste quality. A new American owner with visions of introducing Mexico’s #1 premium tequila to a new market—an untapped world. The questions: How to evolve the brand to better align its design presentation with the product itself? And how to do it without losing generations of loyalists along the way? The star of the new brand language is the horseshoe icon, Herradura. Artful illustrations of provenance and process, along with a custom Casa Herradura “CH” crest were created as new elements of the design. The premiumization process included a design evolution of graphics, fresh secondary packaging, and the introduction of custom glass.
Identity Primary Logo
Interim Design Primary and Secondary Packaging
Final Design Primary Packaging
Silver, Reposado, A 単ejo Primary Packaging
Shelf Blocking Secondary Packaging
Email Blast Launch Materials (Lauren Shields Design)
Adver tising Out-of-home Marketing
R E S U LT S 13% growth 34+% sales from U.S.