Our Revolution was engaged by Pinnacle Drinks to redesign their tequila brand, Tequila 125. The brief was develop a new brand identity and packaging design for the brand. The challenge was to showcase the quality of the spirit, whilst also incorporating familiar category cues and expressing the proof points a tequila consumer expects through the design.

In the heartland of Mexico, the town of Tequila harvests its lush agave fields to create the full-flavoured spirit it is famous for. To reach this renowned place you must drive through the beautiful landscapes down Highway 125. There you will find generations of families who are committed to preserving the traditional methods of tequila production passed down through the centuries. It is here we find the story for our rebrand of Tequila 125.

The label design plays out the story of a lone agave farmer, diligently harvesting his crop. Through an etched illustration, the encompassing agave landscape around him is captured. A wash of vivid yellow brings warmth and stand out when on shelf. The brand marque typography was crafted at scale to provide more impact, whilst supporting lettering heightens the elegance in first impressions. Intricate detail and assets that reflect the rich cultural heritage of Mexico are added to evoke the spirit of Tequila town and its history. Ultimately delivering a design that helps the tequila liquid exude craft.

A homage to the agave tequila heritage and those whose lives have been dedicated to producing one of the worlds most unique and sort after beverages.