Tequila Don Julio Primavera features a deliciously smooth expression that takes the brand’s traditional Reposado tequila and finishes it in orange wine casks, which previously held wine made from macerated orange peels, striking the balance of citrus and honey. An innovative take on tequila, made for moments spent outdoors, in the sun, with friends.

To communicate the launch of this Limited Edition, we were commissioned to create a unique visual world for Primavera, which would lead to the creation of activation assets. Inspired by the iconic architecture of Luis Barragàn, bold, geometric and monumental, we defined an ownable look & feel for the brand, marrying Mexican modernism, with raw textures inspired by nature. The result is theatrical, perfectly built while embracing imperfections in finishes and materials, always confident in the use of color. In line with this visual story, we created a series of Key Visuals for the US market, print, digital and social, announcing the new launch. To promote Primavera in both on and off premise, we also created a set of retail and serving assets, to engage consumers with the brand at a deeper level, positioning the new Don Julio variant as the luxury drink of summer.

Visual Strategy, Campaign, Key Visuals (Print, Digital & Social), Retail and Serving Assets.