Tequilas Rudo and Tecnico are inspired by Lucha Libre, an extremely popular Mexican style of professional wrestling, and its rich cultural tradition. All Lucha matches are based on the eternal battle between forces of good and evil, represented by two groups of wrestlers: Tecnicos, noble fighters and heroes, and the famous villains of the sport, brawlers and rule-breakers, Rudos.

All Lucha matches are based on the eternal battle between forces of good and evil, represented by two groups of wrestlers: Tecnicos, noble fighters and heroes, and the famous villains of the sport, brawlers and rule-breakers, Rudos.

The issue with the previous Rudo and Tecnico labels was in its comic book-style illustrations which were confusing for the consumer and make the product look “cheap” and gimmicky. Each age expression within the brand featured different wrestlers’ figures, cluttering the brand message. There were too many colours involved and intermingled between the two products, which make it difficult for people to distinguish between the Rudo and Tecnico brands. The paper used for the labels is thin, metallic and did not highlight the artisanal origins of the products.

The essence of Lucha is in its cool, edgy and mysterious style, so the design of Rudo and Tecnico tequilas is based on the intricate masks worn by Lucha Libre wrestlers. Lucha mask is the main centre piece and a visual anchor, surrounded by the elements that underscore the fascinating cultural tradition — the hand-drawn typography, illustrations and victorian flourishes.

Tequilas are bottled into semi-artisanal, recycled Mexican glass. Laser-cut wooden tops bear design of a wrestling mask. This is an original and unique feature to the brand. Labels are printed on premium robust stock with gold ink finish. The colour of labels is based on tequila’s maturity i.e. Blanco tequilas has the smallest ageing period and is in pale colour, when the mature colour of Anejo is complimented by darker tones and golden ink.

The new label design highlights the artisanal roots and premium quality of the tequila, and helped connecting with a larger customer base, through the new packaging design.