Taste The Tradition
“A proven tribute to heritage, craftsmanship, and the enduring spirit behind every bottle.”
Client
Jose Cuervo®Industry
AlcoholServices
Advertising & Marketing CampaignDeliverables
Collateral, Video ContentThe Ask
Observing Jose Cuervo’s longstanding history as the oldest tequila company in the world, it was clear they needed a cohesive campaign to fully showcase their nearly 250-year heritage and unwavering craftsmanship. Inspired by glimpses of earlier marketing efforts, I developed “Taste the Tradition” to unify advertising commercials, social media collateral, and a billboard design, offering a fresh yet authentic representation of the brand’s enduring legacy.
The Development
I began by analyzing previous advertising campaigns like “Liberate Your Spirit” and “The Dons of Tequila,” along with studying agencies and designers who had worked with Jose Cuervo. Expanding on the existing color palette, I incorporated complementary tones and sourced imagery from La Rojeña’s agave fields in Tequila, Mexico. Multiple storyboards highlighted the timeless art of harvesting, tying each concept together into a warm, immersive showcase of the brand’s heritage.
The Design
Imagery from the agave fields, combined with curated color correction and LUTs, anchored every piece in the authenticity of tequila’s birthplace. Typographic elements echoed early 1900s Cuervo ads, maintaining a balance between tradition and modernity. High-contrast palettes and careful composition refined the visual hierarchy, ensuring each asset—from social posts to billboards—remained cohesive and faithful to the brand’s historical roots.
The Takeaway
I produced a series of social media ads, short- and long-form commercial spots, and a billboard design, all emphasizing Jose Cuervo’s unwavering dedication to heritage. In immersing myself in the tequila-making process, I learned the importance of combining genuine storytelling with a respect for tradition. This approach can reinvigorate a time-honored brand, bridging the past and present in a way that resonates with both loyal fans and new audiences.
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