Pernod Ricard updates Olmeca Tequila look and feel with Coley Porter Bell

Mexican-style hieroglyphs tell the store of Olmeca Tequila’s production, depicting the agave plants, the mountains of Los Altos and the Tahona Stone, acknowledging the traditional distillery process.

Lisa McCann, global marketing director for Olmeca, commented: “Tequila drinkers are looking for a high-quality experience and packaging plays a key role in their selection process. We’re confident that Olmeca’s new premium look, with its combination of authentic Mexican cues and modern, sleek design, will really resonate with our target market and continue to attract party-going trend-setters to the brand.”

Coley Porter Bell creative director Stuart Humm added: “Olmeca is a fantastic brand with great product credentials and a distinctive visual language. We were very conscious of retaining all of this, whilst at the same time making it more relevant and credible. It can be tempting to contemporise by stripping everything back and becoming minimal but this was the last thing we wanted to do with Olmeca. It has real character and maintaining this was vital.”

The new look packaging gives more stature to the Olmec head icon, illustrated by Chris Mitchell, with the identity redrawn to create a more contemporary, simplified logo. A new illustration of the Tahona stone has also been introduced, acting as a seal of quality, with master distiller Jesus Hernandez’s signature adding reassurance and further quality cues.