Rebranding the Tequila El Jimador, taking the experience of tequila further than just the contents of the bottle. An interactive design combining tequila with cooking, culture and experiences. The target audience is the elderly, focusing on bringing and including them in experiences that they can share with eachother. The aim was to promote interaction and to stop loneliness by providing activities in the form of cooking, baking, craft, story telling and festival events.

To enable this rebrand to engage with the experience surrounding tequila aswell as the drink itself, intricate and specific design details were used. The cloth covering the lid of the bottle, when opened up, revealed a tequila recipe. The tag tied to the bottle hinted what other ingredients would be needed in the recipe. This created a surprise element and would be used as part of the launch event for the Tequila.

 

The launch event was designed in collaboration with another design student, Rose Hughes, whom wanted to design a marketing device which directly engaged a target audience.