Responses by Francisco Cázares Zermeño, art director.
Background: The core purpose of the Tequila Centenal project was to encapsulate a captivating narrative of rebellion and rediscovery within a premium tequila brand. We wanted to create packaging that would serve as a visual testament to the enduring spirit of freedom and the ingenious defiance of Rodolfo Martínez, the great-grandfather of Tequila Centenal’s agave distillers who created a hidden distillery in his own estate after the Mexican government shuttered his cantina in 1915 during prohibition. Our target audience is the discerning connoisseur who appreciates not only exceptional tequila but also a rich, authentic story that imbues the product with a unique sense of history and adventure.
Design thinking: Our design philosophy for Tequila Centenal revolved around a nuanced approach to storytelling. We wanted the packaging to invite discovery, much like Rodolfo’s great-grandchildren uncovered his secret distillery underneath one of the family’s estates. The decision to incorporate an underlying, almost hidden illustration that wraps around the bottle, visible through the clear glass, was central to this. This layered visual narrative lets the consumer literally “uncover” the tale of the clandestine distillery and the spiral staircase as they interact with the bottle. The main label, while clean and contemporary, utilizes a subtle distress texture to hint at the brand’s aged origins and rebellious past, creating a beautiful tension between modern elegance and historical intrigue. We deliberately aimed for a design that feels both refined and deeply rooted in its Mexican heritage.
Challenges: Translating the rich, adventurous and multilayered story of Tequila Centenal into a sophisticated and legible packaging design—without resorting to overt or cartoonish illustrations. With its police raids, hidden basements and ancient recipes, the narrative could have easily overwhelmed the design. Our challenge was to distill these dramatic elements into subtle visual cues—like the hidden illustration and the strategic use of transparency—that would intrigue consumers and prompt them to delve into the brand’s compelling history, all while maintaining a premium, elegant aesthetic that reflects the quality of the tequila itself.
Favorite details: The integrated storytelling achieved through the transparent bottle and the illustrative wrap. This detail allows the narrative of Rodolfo’s clandestine distillery and the spiral staircase (logo abstraction) to unfold as one rotates the bottle, creating an immersive, interactive experience. It’s a subtle yet powerful way to convey the brand’s unique history, transforming the act of holding the bottle into a journey of discovery. This innovative approach ensures the packaging isn’t just a container but an integral part of the brand’s mystique and appeal, truly embodying a legacy of the forbidden to savor with freedom.
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