Pernod Ricard

Good as hell

BUSINESS NEED

INDUSTRY

SERVICES

YEAR

2021

Celebrating the authentic expression of contemporary Mexico.
/ contexto

El verdadero tequila mexicano.

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.

Para ello, utilizamos la metodología Brand Senses de CBA – que explora la expresión de la marca a través de los cinco sentidos – con el fin de establecer los principios visuales y construir las bases de un sistema de diseño flexible capaz de proporcionar ritmo a la expresión de la marca.

CBA Design Altos Pernod Ricard Branding 09
CBA Design Altos Pernod Ricard Branding 08
/ identidad visual

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.

CBA Design Altos Pernod Ricard Branding 02
/ GRAPHIC CODES

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.

CBA Design Altos Pernod Ricard 04
/ result

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.

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