Espolon Design & Branding ESPOLON by Landor New York


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Industry Tequila
Media Design & Branding
Market United States
Agency Landor New York
Director Deb Crudo
Creative Director Cameron Imani
Designer Tony Rastatter
Released May 2010

Credits & Description

Category: ii. Core FMCG
Advertiser: SKYY SPIRITS
Product/Service: ESPOLON
Date of First Appearance: May 1 2010
Entrant Company: LANDOR ASSOCIATES, San Francisco, USA
Executive Creator Director: Nicolas Aparicio (Landor Associates)
Director: Deb Crudo (Landor Associates)
Creative Director: Cameron Imani (Landor Associates)
Senior Designer: Anastasia Laksmi (Landor Associates)
Designer: Tony Rastatter (Landor Associates)
Associate: Kate Fisher (Landor Associates)
Media placement: Bottle - mass retail - supermarket - 5 MAy 2010

Describe the brief from the client
SKYY Spirits purchased Espolon, an award winning tequila with little awareness in the US market. The goal was to re-introduce the brand in a crowded premium segment.

Describe the challenges and key objectives
Through consumer insights we learned that the market was over-saturated with tequilas all telling the same stories of heritage and agave growing techniques. We also learned that consumers were looking for a product that felt real; A product that depicted real life in Mexico.

Describe how you arrived at the final design
The new brand was inspired by the original Posada engravings that told real stories of the struggles and social injustices in Mexico. We created six scenes that depicted a moment in history and in every day life in Mexico. The name Espolon refers to the spur of a rooster. To give relevance to an existing name, we created a rooster “Ramon”, named after the master distiller. Ramon is a key participant in every story always appearing in an unexpected manner. Espolon is a brand that breaks away from distilleries and heritage messages, and engages audiences by depicting real Mexican life.

Give some indication of how successful the outcome was in the market
Espolon's new packaging has been acclaimed in the design blogosphere.