The established tequila brand Rooster Rojo sought to expand its premium product offering by entering the mezcal category. The main objective was to carve out a distinctive position within this category—fitting in while disrupting it simultaneously—maintaining clear brand recognition while elevating the product to a premium level.
We delved deep into the mezcal universe to find generations of passion and knowledge for the craft of the spirits. The mezcal category’s overall expression is characterised by simplicity, Mexican tradition, and artisanal craftsmanship. The Rooster Rojo classic tequila brand, on the other hand, is vibrant and full of details in urban party settings.
As we deconstructed the Rooster Rojo brand, we stripped off the design detailing – and kept the characteristic bottle, the rooster, and red colour. By skewing these iconic assets into a traditional mezcal artisanal setting, we bring out Rooster Rojo’s brand essence with a premium mezcal design. The tactile experience is elevated; the bottle is opaque and coloured in a clay-like deep red, reminiscent of traditional pottery. Red, white, and gold assets are silk-screened – shaping a monochrome and handcrafted feel. The wooden cork stopper pops out in the classic Rooster Rojo red – maintaining a clear brand block. To enhance knowledge and passion, we added a printed label with the mezcalero’s own signature and bottle number.
The new monochromatic mezcal offers a unique expression that remains true to the brand while adding a desirable and exclusive product to the range. The design achieves its aim—not only is it a rare and exclusive mezcal, but its modern, handcrafted look also brings a fresh glow to the entire Rooster Rojo brand and portfolio.
