Don Julio Brand Presence
At MKTG, the creative team was tasked with re-designing the presence of where the Don Julio brand exists. These places are bars, festivals and sport stadiums. Currently they are showing up like a whiskey brand, using lots of natural materials, wooden barrels and agave plants. By adding some dimension and personality, we wanted to speak directly to Don Julio’s unique heritage. Working closely with the Creative Director, we thought a four color aztec pattern will bring this to life. As you scroll down, you can see how the new brand presence is applied to multiple pieces of the experience.
Color palette, primary pattern and secondary pattern.
The client wanted to highlight some brand attributes of Tequila in a more creative way, so I designed the type to fit within the shape of their most popular liquor bottle, Blanco
Lounge seating for festivals with the pattern applied to pillows, accented with leather and acapulco chairs.
The brand wanted to downsize it’s Brand Ambassador team and create self-exploratory experiences for festival goers and farm-to-table events that speak more about brand heritage. We presented the idea to commission an artist that does miniature pocketbook storytelling to create a series of pieces to help tell the brand’s unique and special story and in tandem, capture content for social media. Our other idea for an experience was to have a small greenhouse shaped agave garden set up in their footprint that would have audio playing of Don Julio’s story as you walked through. His story is here and would have been translated in English for the festival: The Man, The Legend.