ABOUT

The Brief
Beam Suntory was eager for Sauza to start punching above its weight and reach its full potential. Although Sauza was the second largest tequila brand in the world, it lacked the proud stature that matched its brand story. Our client wanted a design that aimed to increase visibility of the brand at the shelf and to give credit to its strong legacy, while moving it into a premium position against its competitors. We wanted to position Sauza as a ‘Refreshingly Real Mexican Tequila’ which was a concept that leveraged Sauza as a trusted go-to brand that was relatable, casual and natural.

The Work
Our insight & strategy team started with in-home ethnographies, in-store shop-alongs, and interactive user sessions to understand how consumer’s view the Sauza brand as it stands today, but also how they felt about the larger tequila category. These perceptive insights drove the creation behind the revitalisation of the Sauza design.

Pops of vibrant colours show the casual, friendly, and inviting nature without seeming too serious or exclusive. The bottle’s proud shoulders and heritage-based embossments have been mixed with an updated, sleek shape to feel familiar and authentic while simultaneously appearing more unique and relevant for today’s consumers.

For Tequila Silver, the design highlights modern, bold blues and light, yet rich silvers for shelf impact and clear differentiation between products whereas Tequila Gold highlights the bold oranges, yellows, and reds with warm metallic golds.

The Cucumber Chilli design highlights bright greens with a hit of vibrant orange for shelf impact and to indicate that this offering is separate from regular tequilas. The ingredient illustration takes a prominent place on the package for further differentiation and flavour cues.

Signature Blue is Sauza’s premium offering, made with 100% blue agave. In order to command a higher price point and convey a higher quality, many details have been enhanced in the Signature Blue line. The redesign is a more elegant and slender interpretation of the new base bottle design featuring sharper facets, premium details and embossing. The Sauza Signature Blue brand also incorporates a cork closure and the proper label finishes worthy of the 100% agave tequila and the best of the brand’s rich heritage.