21 Seeds came to BRIGADE for help positioning themselves as a challenger brand in the male-dominated tequila aisle — with their first fresh-fruit infused, craft tequila. Being women-owned, their team wanted the label artwork for the 750mL and 50mL bottles to evoke an effortless, handcrafted feel that would complement three delicious flavors: cucumber jalapeño, grapefruit hibiscus, and valencia orange.
The feminine aesthetic is fun, light, and unlike anything else in the tequila marketplace. Our in-house artists hand illustrated patterns and flavor profiles for the bottle labels with a combination of pencil sketch, pen and ink, and watercolors. The patterns and flavor cues communicate the brand’s unique flavor proposition in a way that looks delicious and feels authentic, rather than artificial.
Taking notes from Mexican-inspired fabrics and the blankets one might spot on sunny California beaches, the finely-detailed patterns complement a clean-lined glass bottle, elevating the consumer’s overall impression of the product. Textured paper provides a natural stationery feel to the label that enhances the tactile experience of the packaging. The label wraps the front half of the bottle, revealing a newly designed logo and flavor cue pattern from the backside. Each flavor profile features a custom necker to reinforce flavor appeal. With its premium, handcrafted feel, the bottle stands out on shelf, on social, and in the minds of movers and shakers from the west coast and beyond.
After a successful west coast launch in 2019, the brand’s momentum has continued to grow. In addition to multiple celebrity endorsements, 21 Seeds earned a spot on the Today Show in February, and is expected to begin distributing in up to 16 new states in the coming months.