The Brief
It was a privilege to receive such a creative and inspiring brief and to work with a client who aspired to capture great craft and great creativity in equal measure. The introductory steps of the briefing encompassed reading novellas about ‘Eduardo’ penned by the founder himself and this informed our brand building every step of the way. From branding, to premium packaging design and line extension to e-commerce and digital, Backbar has partnered with the team at Eduardo’s to bring an entire brand platform, and Eduardo, to life. Some of that story in plain sight, some yet to be told. Layers of detail will unfold as both new flavours and new stories flow with each new release.

A gender fluid target audience that could range from Gen Z right up, was key in driving a solution that is cool and desirable but also quite timeless. The bespoke bottle design itself was heavily influenced by the brief to create a solution with great ‘table talkability’ that a consumer would gladly gift to a party host or display in their drinks cabinet collection as they prepared their own social moments. A rounded approach that targeted strong on-trade, off trade and home entertaining behaviours.

The Approach
Highly inspired by a very visceral fictional story and strong brand truths, and driven by a dedication to a highly crafted product, Backbar’s approach needed to be high concept, narrative and premium. The mystery, sensory adventure and slight edge of Eduardo’s 1920s era stories informed a moody, period-led approach and allowed us to draw wonderful inspiration from graphic elements of this time including Italian architecture, typography and iconography. Our brand ethos stemmed from ‘Audaces Fortuna Iuvat’ or ‘Fortune Favours the Brave’ which permeates the overall feel of the design solution.

The Result
The bespoke bottle design, heritage finishes and rich design solution creates a classic yet contemporary appeal and allows for line extension, of which there are many to come. Each able to stand alone as beautiful small batch releases, while also being part of a suite to be coveted and collected. The result also allows us to celebrate each Lot release with distinction, heroing each new destination and taste profile inspired by Eduardo’s journeys and smuggling exploits.

The natural tone of voice that has emerged – inspired by a maverick spirit and built upon stories told and untold – has allowed a social and experiential brand activation plan to also take flight, encouraging those who dare to share a glass of Eduardo’s with their friends and write their own stories as twilight sets in.