Our goal was to make something that respected Hotel Tango’s military roots, while still remaining broadly appealing to discerning drinkers. The packaging takes inspiration from military MRE’s (Meals, Ready-To-Eat), using the same no-nonsense (yet precise and thorough) approach to look and language. The ads and posters, similarly, are designed to look as though they’ve come from a government-type bureaucracy—from the unique ID number on each, to the playfully flat-footed treatment of their purpose.
