Don Julio Design & Branding DON JULIO 1942 by Landor New York

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Industry Tequila
Media Design & Branding
Market United States
Agency Landor New York
Executive Creative Director Richard Brandt
Released June 2011

Credits & Description

Category: iii. Premium Brand
Advertiser: DIAGEO
Product/Service: DON JULIO TEQUILA
Executive Creative Director: Richard Brandt (Landor Associates)
Client Director: Patricia Verdolino (Landor Associates)
Senior Designer: JB Hartford (Landor Associates)
Senior Production Manager: Peter Campofiori (Landor Associates)
Media placement: Bottle - Bars & Liquor Stores - January 2011 - Ongoing

Describe the brief from the client
Refine and update the Don Julio 1942 bottle to better compete in a marketplace where contemporary, stylish and beautiful bottles rule when it comes to very high end spirits.

Describe the challenges and key objectives
We were handed a bottle in dire need of help. While Don Julio was famous among Tequila enthusiasts, its bottle, designed long ago, did not serve well the amazing tequila it held. We needed to retain what was working and then overhaul and refine the bottle, branding and outer box so it could stand shoulder to shoulder with the very finest spirits in the marketplace.
"We said there were so many things about Don Julio that were fabulous, and those must be retained, yet carefully craft something new so new tequila lovers would see it for what it was, one of the world's finest".

Describe how you arrived at the final design
• Created a tall proud structure stands above all others - based on an abstract interpretation of the agave plant leaf.
• Gradient detail in glass links to the agave cooking & steam process
• Wooden cap over amber glass denotes 1942’s extra-aged classification. Premium printing directly on bottle.

Give some indication of how successful the outcome was in the market
Product has surpassed sales expectations, and has increased interest in this tequila variant.