Case Study
Bacardi Limited / Cazadores
Designing for cultural resonance
Image courtesy of Bacardi Limited
The Challenge
To express a modern yet authentic take on Mexican Culture through the Cazadores bottle design that resonates in both Mexico and the US.
Approach
Conducting an in-depth exploration of the evolving cultural manifestations of Mexican identity to understand idea of boldness, tradition and progress.
Semiotically decoding the premium tequila category to identify competition positioning and determine how best to refresh the Cazadores packaging.
The Cultural Unlock
Our analysis of Mexican identity revealed a growing pride in grassroots culture. While the stag present on pack was previously depicted as only a head, centering the full stag in all it’s majesty enabled the brand to tap into deeply rooted ideas of potency, strength and power.
Impact
01
Delivered a clear strategic recommendation and creative direction for the updated packaging.
02
New bottle design launched reflecting our recommendations.
03
Cazadores has grown to be a top 8 tequila brand (cited in Brand Report 2024, Tequila, Drinks International).
“Really glad to we took a step back and brought you in when we were not quite landing the design for the new pack. You turned around brilliant work in a very short amount of time. A deep, rich, expansive and extremely culturally insightful immersion into the semiotics of Mexico and of tequila specifically”.
Gillette:
Re-expressing masculinity for Gen Z
