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Brief
Create a forward-looking spirit brand which
embodies the spirit and heritage of its origin, setting a new standard for innovation and sustainability in the industry.
Response
After conducting research, it was very apparent that many affordable tequilas from Mexico had very similar, traditional branding, featuring browns and similar fonts, which made the market quite stale.
Recognizing the saturation of traditional branding within the affordable Mexican tequila scene, I saw an opportunity to inject vibrancy and modernity into the industry.
The idea behind Calima stems from evoking a sense of being on holiday, exploration, adventure, and discovery.
The choice of the name "Calima" for the tequila brand is inspired by the environmental and meteorological phenomenon where wind blows from the desert. Agave plants, essential for making tequila, thrive in desert environments where they endure the harsh conditions of arid landscapes.
The patterns draw inspiration from “papel picado,” the tissue paper with cut-out shapes commonly used as decorations for celebrations.
Colors were chosen based on the Mexican flag and the color of the soil where agave plants are grown.
Recognizing the saturation of traditional branding within the affordable Mexican tequila scene, I saw an opportunity to inject vibrancy and modernity into the industry.
The idea behind Calima stems from evoking a sense of being on holiday, exploration, adventure, and discovery.
The choice of the name "Calima" for the tequila brand is inspired by the environmental and meteorological phenomenon where wind blows from the desert. Agave plants, essential for making tequila, thrive in desert environments where they endure the harsh conditions of arid landscapes.
The patterns draw inspiration from “papel picado,” the tissue paper with cut-out shapes commonly used as decorations for celebrations.
Colors were chosen based on the Mexican flag and the color of the soil where agave plants are grown.
by Sara Guitart