Rebranding a Tequila company
Tequila is the fastest growing spirit in the alcoholic beverage market. Owned by a couple of mates, Volando Tequila is an Australian based company producing authentic Mexican Tequila. An award winning drink, the Tequila was carefully crafted for the modern palate, sitting in the ultra-premium category. Despite the story behind the brand and the quality of the product, the existing brand and packaging didn’t reflect this. With plans to expand the range and launch in the US, Volando Tequila approached Kaliber for a rebrand to position themselves as an industry leader.
It was important to create a look that felt established and authentic, tying in with Mexican tradition – blended with more modern design styles that feel fresh, bold and premium. Volando is Tequila for ‘the spirited, the confident, the refined’, and with a positioning statement centred around living ‘for the moment’, the new identity needed to live up to this larger than life attitude.
We completed the brand workshop and brand discovery stage to determine a clear direction for the Volando identity. After identifying core values including ‘crafted, authentic and premium’, we were able to start work on the look and feel. The logo was refined and a new typeface selected with a stylised appearance – premium, but still with a hint of Mexican heritage. This design concept was then expanded on to create the brand.
The visual identity is bold and flexible, featuring multiple brand marks, a diverse range of fonts and a contrasting colour palette. This can be scaled up or toned down to create eye catching designs for customer facing marketing or more subtle, premium layouts for packaging and print design.
Packaging and label design is an important identifier for the Volando brand. The bottle is easily recognisable due to its wide shape, we took full advantage of this using premium label stock, including specialty finishes including foiling and embossing in the print production.
The Volando website is both an e-commerce platform, and a brand showpiece. Featuring many micro-interactions and a custom design and layout, a heavy focus was on the user interface (UI) and user experience (UX) so the website experience would represent the standard of Volando Tequila.