.01 REQUEST:
Tanteo Spirits is an ultra-premium tequila brand. Due to the shift in the market during COVID, the company wanted to enter the well tequila category, a more accessible price point aimed at bars and restaurants. Espero was born as their answer to this shift. After two years, the product wasn't meeting sales expectations and needed a branding refresh, this time targeting Gen Z.
.02 DELIVERY:
To reach a Gen Z audience, I developed a Mexican Y2K-inspired direction, inspired from young Y2K-era graphic artists in Mexico and Southern California. Bold black outlines give the lettering and illustration a graphic, tattoo-like edge. The speckled textures add depth and dimension to the imagery. Meanwhile, the minimalist color palettes are influenced by the vibrant aesthetics of popular restaurants in Guadalajara, the heart of tequila country.
.03 RESULT
We went through a few rounds before landing on the final Y2K-inspired direction, and the team responded really positively to it internally. Early feedback and case studies also support the new direction.
.04 RESULT:
We went through a few rounds before landing on the final Y2K-inspired direction, and the team responded really positively to it internally. Early feedback and case studies also support the new direction.
EXTRA DETAILS:
Espero has Blanco, Reposado, and Añejo tequila. When the three labels are aligned, one can see the couple on the goat aging. This represents the age of the tequila in each bottle, with blanco as the youngest and Añejo the oldest.
