Divertido Tequila, a new brand from the makers of 4 Copas Tequila, tasked The Rooster Factory with developing a unique concept, packaging, and brand identity. Our studio, The Rooster Factory, leveraged our expertise in brand creation and design, along with our deep understanding of the spirits industry and tequila category, to develop this exciting new brand. Given full creative freedom, we crafted an original concept, packaging design, and brand identity aimed at captivating consumers, breaking through the cluttered tequila landscape, and making a memorable impact on store shelves.

Concept
Our goal was to create a concept deeply rooted in Mexican culture, resonating with locals and visitors alike, while also ensuring it had a strong visual impact to stand out in a competitive market. Inspired by the vibrant tradition of Lotería, a cherished Mexican card game known for its colorful imagery and communal spirit, we decided to make it the centerpiece of our tequila brand. Each card represents the essence of our Blanco, Reposado, and Añejo variants, reflecting our commitment to infusing joy into every aspect of the brand. Named ‘Divertido’, meaning “fun” in Spanish, the brand incorporates playful graphic elements reminiscent of popular games to enhance its packaging and visual identity.

Packaging
Divertido captures the essence of joy, laughter, and cherished moments shared among friends, intertwined with the spirit of tequila. Its label design seamlessly blends Lotería-inspired illustrations with casino table graphics, creating a captivating visual experience. Hand-drawn illustrations reminiscent of traditional Lotería cards, infused with vivid colors for a modern twist, are interwoven with classic casino elements like dice and numbers, inviting engagement. The brand name is prominently displayed using a font inspired by Mexican aesthetics, embossed and treated with golden foil and black overprinting for an elegant contrast.

We created a bespoke set of Lotería cards tailored to our tequila range, aiming to craft not just a beverage, but a collector’s item that embodies Mexican culture and storytelling. Each card reflects the soul of its respective tequila variant:

– La Juventud, adorned with the lucky number 4 and a turquoise color symbolizing hope, embodies the promises and dreams of youth, reflecting the vibrant essence of the Blanco tequila. Divertido Blanco celebrates the spirit of the young at heart.

– El Paraíso, featuring the auspicious number 7 and the warm hues of the sun, represents a place of exceptional happiness. Divertido Reposado, aged for 2 months in single-use Whiskey barrels, pays homage to the beauty of the agave heart and the blessings of Mother Nature upon the Jalisco region.

– La Alquimia, adorned with the revered number 9 and earthy red tones, embodies the magic of transformation. Aged for 12 months in American white oak barrels, Divertido Añejo represents the pinnacle of alchemy, achieving the perfect balance between agave distillation and wood maturation.

Brand Identity
The logo for Divertido Tequila draws inspiration from a casino chip, with its iconic shape and green color reminiscent of a casino table. The monogram D at the center symbolizes the brand’s strength and presence, set against a vibrant red background representing energy and passion. A delicate filigree of the lucky number 4 adds a whimsical touch.

The brand name seamlessly integrates into the design, evoking a roulette game and emphasizing the playful nature of the brand. This cohesive design captures the joyful essence of Divertido Tequila and invites consumers to embark on a thrilling journey of enjoyment and celebration.

Conclusion
Divertido Tequila embodies the essence of joy, laughter, and unforgettable moments shared with cherished friends and tequila. Promising a rich heritage and playful spirit, Divertido not only celebrates Mexican heritage but also offers a captivating visual universe that resonates with consumers on a deeper level, satisfying their desire for authenticity and excitement in their drinking experience.
Divertido Tequila encapsulates the spirit of Mexico in every sip, inviting consumers to embark on a journey of discovery and delight. Through thoughtful design and storytelling, we aim to leave an indelible mark on the tequila category, one card at a time.