Cue redesigns packaging for el Jimador Tequila

We are excited to share our redesign of el Jimador Tequila, the top-selling tequila in Mexico.

Our partners at Brown-Forman Design asked us to help the brand tell a more compelling story that would increase its shelf presence and appeal in the U.S. As an iconic Mexican brand, el Jimador needed to transition to a new, more premium expression without alienating loyal Mexican consumers. The result pays homage to the Jimador with a refreshed brand identity, special glass treatment and look-and-feel that allows the brand to activate in a more powerful way.

Check back soon for more images of the work, as well as a case study with insight on the strategy and process behind the redesign.

el Jimador Tequila | Cue | A Brand Design Company