Our task was to breath new life into the packaging and visual identity for Tres Generaciones, to spark reconsideration in the increasingly competitive tequila market.

Balancing the need for modernity with a 150-year family heritage, at the heart of the redesign is the three stripes icon and its transition from rough to smooth. Holding a dual meaning, it represents not only the journey of the three generations of Sauza leaders as they perfected their tequila over time, but also the extra third distillation step in the production of Tres which results in a more refined finish.

Its prominent position and scale creates drama, intrigue and standout amongst the competition. The glass structure and brand color palette were inspired by the original green decanters first used to launch the brand, resulting in a bottle that disrupts the traditional tequila shelf.