A new positioning for Pernod Ricard’s premium tequila Olmeca Altos has been designed by Coley Porter Bell to help is operate as a stand-alone brand.
The new bottle have been released in the US before being rolled out elsewhere in the world, an update on the agency’s original design in 2010.
This time the brief tasked the agency with achieving standout for Olmeca Altos against the rest of the Olmeca range by adding ‘an appealing personality, and making the bottles easier to handle.
The new positioning has also been created to target young urban drinkers, featuring a deliberately minimal design featuring hammered glass and the branding embossed into the glass.
Stuart Humm, creative director for CPB, explained; “Altos needed to play up its authenticity whilst also highlighting the taste of the product, making drinking Altos more about enjoyment and discernment than shooters and partying.”
“The target market is notoriously unresponsive to marketing, so rather than the design shouting at them we wanted consumers to feel that they have discovered it themselves. As a result it’s deliberately understated and dressed down,” he added.