Pernod Ricard

Good as hell






Celebrating the authentic expression of contemporary Mexico.

Olmeca Altos pays tribute to the quality and tradition of true Mexican tequila by creating a new visual identity. A commitment to revaluing its brand essence, highlighting its authenticity and showing the strength of its origin in a captivating way.

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To do so, we use CBA’s Brand Senses methodology – which explores the brand’s expression through the five senses – with the aim of establishing the visual principles and building the foundations of a flexible design system capable of providing rhythm to the brand expression.

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The bottle becomes the flagship.

The protagonist of the new visual language that allows to capture and symbolize the quality of the production process – from the sowing and harvesting of the agave to the distillation and aging process – along with its human and artisanal touch. An identity system full of nuances that evoke the cultural heritage of Mexico.

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Regarding graphic codes, we use the Altos blue together with other complementary color codes to generate diversity. The typography and photographic style are redefined as well, with revitalized expressions of a modern Mexico. In addition, through sustainable textures and materials, we create both on-trade and off-trade environments that enhance the brand experience. And, in a complementary way, aiming to achieve a greater connection with people, we designed a new iconographic system that allows us to enrich the universe of the brand and empathize with the consumers in all its points of contact.

The result is a new dynamic identity that fully represents Mexico and its facets. A design system that illustrates with detail not only the tradition, but also the sophistication of Mexican culture.


Case study