This was a brand and packaging assignment including launch point-of-sale materials for a new tequila made using a combination of new and traditional methods.
The illustration by Mexican artist Raul Urias celebrates the pride and passion of making fine tequila, the cultural traditions and mythology, and the specific surroundings and methods used at the distillery. It is a more vibrant and colorful approach with respect for the past, while unbound from it.
The cut paper process (papel picado) is a heritage craft in Mexican culture and typically uses brightly colored tissue papers at standard writing paper size. The scaled up poster is a contemporary take on the tradition. Smaller versions were also produced as a string of small celebration banners to be hung around and across bars and cafes for display.
The launch has been a great success to date and the first new spirit brand created within Constellation, utilizing their collection of resources, as opposed to an acquisition of an existing brand.