https://drive.google.com/file/d/1kViwRqXXxT1TJKQpj8CZsnhSB9jB5CZZ/view?usp=share_link

Hacienda Rio Verde is a premium tequila producer based in Mexico, with a facility located in Nashville, Tennessee. Their product lineup includes Tequila Blanco, a classic unaged tequila; Tequila Blanco-Rosa, which is a blend of grapes and agave; and Tequila Reposed, aged for six months in ex-bourbon barrels of American oak.

The client's initial marketing strategy focused on creating a tequila that was accessible and appreciated by everyday, hardworking individuals. However, an alternative marketing plan was proposed to align with the growing consumer trend in America toward alcoholic beverages made by small, independent suppliers that prioritize quality, flavor, and innovation. This revised product identity emphasized the handcrafted, limited-edition nature of the tequila and its exceptional quality. I was tasked with developing a print campaign that would align with these objectives for all three of the client's products.

For this project, I decided to use two main graphic approaches: one featuring high-contrast, still-life photography that highlighted the product's unique contents, and the other showcasing a staged product shot on a white background that emphasized the headline. To punctuate the message of exceptional quality, I crafted the headlines to convey a sense of self-satisfaction while also incorporating a playful twist of humor. I typically used a two-part question-and-answer format to engage the reader. Additionally, I tailored each message to resonate with the specific audience, which varied from affluent connoisseurs to college-age party-goers, to create a highly effective campaign for the client.