Purple Gives World of Tequila a Mexican Makeover in Global Travel Retail

Purple Creative have created a colourful new Mexican-inspired brand identity for World of Tequila in Global Travel Retail (GTR).

World of Tequila is a portfolio platform for Proximo, the oldest and largest tequila company in the world, to flexibly showcase their extensive range of tequila and mezcal brands, from Jose Cuervo, Maestro Dobel and 1800 Tequila to Mezcal Creyente and 400 Conejos.

Its role in travel retail is to attract, educate and inspire travellers about tequila, a category which is still growing in EMEA markets, but requires a deeper understanding around quality, different liquid types and the versatility of drinking.

“World of Tequila allows us to bring all the warmth, colour and personality of Mexico into the GTR environment, hopefully inspiring curious spirit lovers to begin their tequila journeys. The platform gives us more presence and stand-out than our individual brands ever could – allowing us to explain the different tequila types, like Blanco, Cristalino, Reposado or Anejo, and help people choose a brand or expression that fits their occasion or personality.” said Manuel Orive Guajardo, global brand director, Tequila & Mezcal, Proximo.

Already an established platform, Purple was tasked to refresh the identity to make it more premium, appealing and distinctive – to showcase an extremely complex portfolio and hierarchy in a more understandable way. 

“We wanted to bring the most evocative aspects of Mexico to life, emphasising the rich culture, unique colour palette and strong structural equities of the country. We’ve given the refreshed brand world a real sense of place with lots of ownable and flexible assets that can be used for any display opportunity or bottle configuration.” said Gwyn Edwards, creative director, Purple.

Purple created an ownable arch asset to sit at the heart of the refreshed visual identity, inspired by the entrance and courtyard archways of La Rojeña, Jose Cuervo’s distillery and the oldest in Latin America. An invitation for people to enter the World of Tequila, it’s used as a premium graphic device or an aperture to hold an image. Purple also evolved the rest of the brand world, from logos and icons to materials and messaging, then collated comprehensive guidance in a global brand toolkit.

“The new identity really does accentuate our expertise, builds trust and showcases our rich craft credentials – establishing a category captaincy role in the tequila market. It looks great, beautifully capturing the personality of the category, while also building each brand and liquid reference from our extensive portfolio – and is set to play an important role in building long-term advocacy in the trade. I’m really proud of this project.” said Manuel Orive Guajardo.

The new World of Tequila brand world is currently being rolled out in GTR in EMEA and APAC.