Tahona Tequila is not just a drink, it envelopes the senses and creates an unique Mexican experience. Tahona Tequila specialises in the art of making tequila the traditional way since 1680, with locally sourced ingredients from the village of Santiago de Tequila. The company prides itself for embracing the heritage of making tequila and would like their rebrand of their identity to reflect this in the design. The brand visuals generated for this packaging project emphasizes tequila’s roots in pre-colonial Mexico. Tahona Tequila produces three favour variants: Silver or “Blanco”, Gold or “Reposado” and Matured or “Anejo”.
The brand visuals emphasis tequila’s roots in pre-colonial Mexico and its connection to modern day Santiago de Tequila. Designs of the ancient Olmecs, Teotihuacán, Maya, Aztecs, and modern day Santiago de Tequila were used to inspire intricate patterns for the Tahona Tequila brand. Stamps or sigils were used in ancient Mexico to do business and even write laws. The imagery taken from these ancient Mexican designs include: flowers, native birds, flying serpents, fire serpents, human skulls, geometric patterns and weapons. This provides a narrative element to the brand that can be used in the marketing of its products.