JOSE CUERVO
TRADICIONAL

Believe it or not, Jose Cuervo Tradicional was the first premium tequila. It is 100% blue agave tequila, with a recipe unchanged since 1795. Unfortunately in the US, Cuervo has little credibility in the premium tequila category due to its own, Cuervo Especial Gold. In order to stop Especial Gold from cannibalizing Tradicional, we had to launch into a more premium space while also attracting a different target market. Inspired by the rich heritage and craft of Jose Cuervo, we blended traditional and modern cues to create a new Tradicional brand world of its own. Alongside the brand identity, we created a comprehensive social media strategy. The guide would help Tradicional appeal to more premium demographic.

 

Believe it or not, Jose Cuervo Tradicional was the first premium tequila. It is 100% blue agave tequila, with a recipe unchanged since 1795. Unfortunately in the US, Cuervo has little credibility in the premium tequila category due to its own, Cuervo Especial Gold. In order to stop Especial Gold from cannibalizing Tradicional, we had to launch into a more premium space while also attracting a different target market. Inspired by the rich heritage and craft of Jose Cuervo, we blended traditional and modern cues to create a new Tradicional brand world of its own. Alongside the brand identity, we created a comprehensive social media strategy. The guide would help Tradicional appeal to more premium demographic.

 

Believe it or not, Jose Cuervo Tradicional was the first premium tequila. It is 100% blue agave tequila, with a recipe unchanged since 1795. Unfortunately in the US, Cuervo has little credibility in the premium tequila category due to its own, Cuervo Especial Gold. In order to stop Especial Gold from cannibalizing Tradicional, we had to launch into a more premium space while also attracting a different target market. Inspired by the rich heritage and craft of Jose Cuervo, we blended traditional and modern cues to create a new Tradicional brand world of its own. Alongside the brand identity, we created a comprehensive social media strategy. The guide would help Tradicional appeal to more premium demographic.

Role – Designer, Art Director

Client – Jose Cuervo
Design Director – David Balsamello

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WHAT'S BLUE AND NOT VERY HEAVY?

LIGHT BLUE.

© KARIN SCHWARZ 2020

 

© KARIN SCHWARZ 2020

 

© KARIN SCHWARZ 2020

 

© KARIN SCHWARZ 2020

 

KARINSCHWARZ.DESIGN@GMAIL.COM

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KARINSCHWARZ.DESIGN@GMAIL.COM

INSTAGRAM

LINKEDIN

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 ☻

KARINSCHWARZ.DESIGN
@GMAIL.COM

INSTAGRAM

PINTEREST

LINKEDIN