A proposed tequila packaging series design, of the mexican brand ‘pueblo viejo’.
Submitted as part of my Undergraduate degree.
Context & brief
About the company
Pueblo Viejo is a Mexican tequila brand, focussed on producing authentic tequilas. The history of tequila making is a core feature to the company culture – their handmade and small business is what sets them apart from large scale and factory produced tequilas.
This proposed rebrand aimed to lift this motivation, centralising Mexican heritage into the premium market of tequilas.
‘Casa San Matías is like one big family. Every person is a unique individual with years of accumulated experiences and valuable background. So when you sit down to taste one of our products, you don't taste factory made but rather a family made tequila with an extraordinary history.’ – Pueblo Viejo
Rationale
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Talavera ceramics are intricately designed works which date back to the 16th Century in Mexico. In vectorising and basing the brand off of these patterns, the brand becomes centralised on Mexican history and tradition.
**Illustrations adapted from https://www.vecteezy.com/vector-art/105944-free-talavera-vectors
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Each type of tequila across the range use different colours to symbolise the processes and ingredients of the product. For example, Cristalino tequila is filtered with charcoal to give the final clear result. This is represented in the shades of grey used in the boxes and labelling of this tequila.
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Mexico has a beautiful history with hand-lettering and signage. to tie i this cultural element, the brand typeface, ‘Dr Sugiyama’, is an elegant take on hand lettering.
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The bottles for the relaunch of the products are square, tying the square tiles of the labels into the nature of the product. Red corks bring a signature brand feature, much alike to the red-bottoms of Louboutin.