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Packaging design: Tequila Herradura introduces redesigned packagePackaging design: Tequila Herradura introduces redesigned package

David Bellm

March 11, 2015

3 Min Read
Packaging design: Tequila Herradura introduces redesigned package
Herradura Tequila

Herradura Tequila

Herradura Tequila

To celebrate its 140th Anniversary, Casa Herradura announced the introduction of new primary packaging that celebrates the brand's traditional, time-honored production process while projecting the sophistication of unyielding elegance.

"To commemorate our 140th Anniversary, we are introducing Tequila Herradura with a new bottle that accentuates our premium tequilas and unifies the brand under one global and streamlined image," said John Hayes, managing director for Brown-Forman Tequilas. "The design dignifies and honors the extraordinary quality of Tequila Herradura without altering our traditional hand-crafted process and premium ingredients that tequila aficionados will continue to sip and savor."

The new packaging for Herradura Tequila was conceptualized across all brand expressions to include key design elements featuring a new angular, square cut-glass bottle, which showcases the tequila's natural essence and improve ultra-premium cues.

"The form of the bottle is elegantly tapered and square shaped with an extended neck that ties to the authenticity of traditional Mexican glass making with the functional benefit of allowing it to be easy to hold and pour," said Ken Hirst, a renowned global packaging consultant who assisted in the design of the new Herradura package.

To elevate Herradura Tequila's brand, the front bottle-face features a metal horseshoe inset to establish the horseshoe as the core brand icon and a defining feature on the package since Herradura means horseshoe in Spanish. The bottle closure also was updated with a clean smooth finish to establish a modern image and an embossed ribbon seal to signify authenticity while unifying the line extension.  

"A brand with over a century of deeply rooted heritage deserves a presentation befitting of its status and this new simplified look will present Herradura's world-class tequila in a contemporary, streamlined way while honoring the brand's rich history," said Johnny Cardenas, senior art director for Casa Herradura Tequilas.

While the Anejo and Reposado expression names remain the same, Herradura Blanco is now identified as "Silver" in the U.S., and "Plata" in the majority of the world to leverage consumer familiarity.  

Herradura's new packaging will be offered first in the 750ml bottle followed by the 1L.  The new packaging is currently available on store shelves and in restaurants and bars in California, Florida and Texas markets, and throughout Mexico. The remainder of the U.S. and rest of the world will follow in the coming weeks and months.

To support the Herradura new bottle launch, an advertising campaign was developed by Draftfcb-Chicago that includes print, out-of-home, point-of-sale and digital properties. A message that communicates, "Never Compromise," will help convey the brand's commitment to unsurpassed quality and further differentiate Casa Herradura as an upscale leader in the ultra-premium category.

Tequila Herradura is one of the only hand-harvested, handcrafted and estate bottled tequilas in the world. While the look of Herradura's tequila has been elevated to an elegant and modern image, the same flavor and recipe of founding father's Ambrosio Rosales and Aurelio Lopez continues unchanged for 140 years.

SOURCE: Casa Herradura/Brown-Forman Corporation


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