Lovely Package

Curating the very best packaging design


November 3, 2010 | No Comments

Designed by Landor | Country: United States

“Just in time to celebrate the 200th anniversary of Mexico’s independence from Spain, Espolón™ Tequila returns to the United States with the same award-winning liquid but with a whole new look. The new packaging of this cult-favorite tequila pays homage to the brave men and women who fiercely fought to establish what is known as today’s “Real Mexico,” a country steeped in authenticity, history and tradition. Rich in iconic imagery, Espolón Tequila’s unique labels celebrate Mexico’s storied culture as well as the iconic rooster – a symbol of national pride.

Illustrated in traditional 19th Century “Dia de los Muertos” (Day of the Dead)-style images, the labels illustrate the fictitious journey of characters Rosarita and Guadalupe, with their inspirational companion, Ramón the Rooster, depicting the struggles of the Mexican people during pivotal moments in history.

“Espolón is a tequila rooted in authenticity and tradition, and we are thrilled to reintroduce it to the United States in time for the 200th anniversary of Mexico’s independence,” says Andrea Conzonato, Chief Operating Officer, Skyy Spirits. “Espolón is inspired by Mexican culture, and it is our hope that drinkers will be inspired to learn a little more about Mexico’s storied history and, at the same time, create memorable moments of their own.”Espolón

Tequila Blanco: The Espolón Tequila Blanco label tells the story of Guadalupe and Rosarita joining Father Miguel Hidalgo in his brave campaign for Mexican independence from Spain. As depicted in this label’s scene, the duo fought fiercely with undying passion. As Ramón the Rooster crowed his shrill battle cry, the brave army of revolutionists clashed against tyranny, against the cruel caste system, willing to sacrifice everything for the cause. This movement set the stage for Mexico’s eventual independence.

Espolón Tequila Reposado: Spain’s Hernando Cortés captured the Aztec capital of Tenochititlan, conquering its people and building Mexico City in its place. As illustrated in the Espolón Tequila Reposado label, Guadalupe and Rosarita reveled in the markets of this new metropolis, yet a pair of devilishly toothy grins hinted at their true intentions. Driven by a passion for Aztec civilization—as their spirits had once played a role in this complex culture—the couple schemed to infuse elements of Aztec culture into every market in the country. Guided by Ramón the Rooster, they vowed that generations would benefit from this fallen society’s impressive achievements.”


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Lovely Package

Curating the very best packaging design