DéLeon Tequila redesign

DeLeón Tequila offers a range of tequilas to suit different occasions and price points. We sized the opportunity to better differentiate between the Ultra-Premium and Luxury ranges using a new glass bottle for the Ultra-Premium range of Blanco, Reposado, and Añejo tequilas along with updated graphics. We increased its presence and impact of the iconic 'D' mark, making it black and adding subtle and sophisticated graphic texture within. At first glance, you see the striking icon. Upon closer inspection, you see intricate details within the "D", inviting the consumer to pick the bottle up on shelf and explore the details. The DeLeón branding was added to the front label and the neck label for more robust brand recognition.

The team took inspiration cues from categories outside the spirits world (fashion, cosmetics, etc.) to identify the premium 'D' icon's appropriate texture and pattern. The new, taller bottle for the Ultra Premium DeLeón range evokes fragrance cues and brings more elegance, inclusivity, and approachability to the brand. The accessibility of the new graphics appeals to more mid-tempo occasions where consumers can connect and relate and is not anymore thought to be reserved for special occasions. The design is essential, timeless, and not overly branded to let the liquid shine through. The consistent treatment of black brings the family to live on the shelf with a strong branded block. The monochromatic approach avoids the traditional color segmentation in the Tequila category. The texture of the 'D' icon is the artistic soul of the new redesign. The rest of the graphic layout is effortless, chic, and timeless. The texture brings a sense of emotion and provenance that is treated with attention and style. The new DeLeón bottle has been weight-lighted and will have a second life as a carafe for other liquids and can be resealed and reused with its beautiful sculpted closure.