While I like to complain about the inconsistencies of the current glass design, it's very classic. I think this is a great approach for a concept, however I think the logo changes are too Art Deco. It seems to lose it's Mexican classic look.

Also, I like the current bottles as the Patrón and Gran Patrón differ in bottle shape.

I think a perfect example of an updated image would be here: http://www.tequila.net/tequila_reviews/anejos/gran_patron_burdeos_anejo.html

I agree. This redesign damages the brand's existing and strong identity, which is recognizable but also highlights the difference among the lineup's different tiers.

I like this overall and I think it is a great attempt at a rather difficult task, but I really miss the bee/hornet. I think it is such a recognizable part of their brand as well as the story behind the product that I think it is a mistake to be left out completely.

Perfume/cologne anyone? Sorry, I don't think this accurately represents the product, as it is too simple and lacks character.

You took away the logo. What the hell!?

Patrón is my favorite tequilla. Without the hornet I would never recognize it.

The current bottles are hand blown, hence the look.

It would be terrible if they lose this tradition that's been around since John Paul has been owner of the company.

Here's the thing. Before redesigning something, one should understand the brand's history, image, and mission statement. A redesign should not disregard all these, even a student project, because the design must follow the client's goals, not the designer's urges.

Patrón positions themselves as a small producer, hand-crafted, and a boutique tequila. I don't know how much of this remains factual with regard to their production since it has been significantly ramped up to meet demand, but that's the image they want to continue to project.

This redesign is lovely - for someone. But it doesn't suit Patrón. Also the Patrón bee (and YES, it's a bee) is highly recognizable amongst the brand's loyalists. I wouldn't so casually discard that brand recognition for any reason, especially when the bee is a very lovely and well-done icon.

The modern typeface is too cold and aloof for a spirit that is anything but. Tequila is warm, storied, and rich.

A little too understated for my taste.

Specifically, I think the handling of the brand name is weak. There's really no contrast between the words Patrón/Gran Patrón and the rest of the bottle. Reversing the type out of a solid silver or other colored shape might have been the way to go.

Phenomenal observation. I concur.

Maybe the Patrón bee could be 3D laser engraved into the centre of the glass ball stopper.

But having said that, I think the ball is the wrong shape for the stopper. It looks a bit cheap and simplistic. Maybe some shape of polyhedron would be better. Or maybe a cylinder with the same diameter as the neck lip and the height of its radius.

I like the handblown 'bumpy' bottle, but with this redesign, I chose to exclusively use the leaded crystal bottle that currently houses Gran Patrón. These bottles are handmade as well, and they even come in a handmade wooden box. I did it because I think the attitude of Patrón has changed, and the attitude of its average consumer has evolved, too. I think that should be reflected in the packaging.

Personally, I don't think the current identity reinforces the fact that Patrón is (or was) a small, boutique producer anyway, besides the hand-blown bottles, of course. The typeface was not a strong choice at all and to me, the style of it is not 'classic Mexican.' Reading the brief reveals that the bee is, in fact, branded into the cork tops and etched into the metal-plated tops on my redesign, so you see it every time you open and close, which I think is important. I wouldn't ever dream of dropping the insect entirely from the identity. As for those tops, they are the same as what are currently used (except for the engraved bee that I added) and are the chief presentation difference between the standard and Gran line of tequilas.

I think having an individual identity for each of your products (much like Patrón does now) is great in many cases, but I chose to approach it differently. My goal was to tighten up the products as a family, and I did it by giving them a common silhouette, creating unique logotypes and using subtle enhancements to differentiate the two major product lines.

I'd like to thank everyone for taking a look and sharing their thoughts. I never imagined I'd get so many comments and so much great insight. I'll definitely be submitting more work to The Dieline in the future.

I think agree with the comment stated above regarding the design needing to reflect the company.

This design is a step back for Patrón, its poorly executed and removes the stable established data (bee) which is a huge problem from a branding standpoint.

This re-design lacks evolution and forward thinking. It's humorous to me that you felt the prior type choice was dated, but then decided to use Neutraface.

You have successfully taken the soul of this product, congrats!

I think the bee should have been retained on the primary display area. It has too much brand equity to be relegated to a secondary display zone like the cork.

It could maybe have come down in size, with no enclosure around it so it's more understated but definitely there.

The main flaw in the older bottles was type treatment. I think Andrew has done a good job of updating the look, yet retaining some classic elements. I'm only contending his handling of the bee device.

3D laser engraving - now that would be an interesting idea for any spirit with a glass stopper. Nice!

Retaining aspects of heritage is challenging in any redesign. I think you handled it mostly pretty well, taking into account the changing consumer demographics. Yes, it may alienate some older loyalists of the brand, but it may be a smart move to take the brand a step into the future.

@Kris

Could you elaborate on how the execution could be better? Without even trying to be sarcastic or devil's advocate, I'm genuinely curious as to how I could improve it, because I hold craftsmanship and execution in the highest regard. I understand how the concept may not be for everyone, but based on the research I did for the project, this is how Patrón has evolved in my eyes, which is subjective, yes, but I don't quite understand what about the craft/execution is lacking.

" My goal was to tighten up the products as a family, and I did it by giving them a common silhouette, creating unique logotypes and using subtle enhancements to differentiate the two major product lines."

They already have a common silhouette actually, and I find that the current Gran Patron definitely stands out as more of a luxurious version do to the refined bottle. The separation between normal Patron and Gran Patron need to be expressed in branding as well as their taste and complexity. If I'm going to pay a lot more, the bottle should look more luxurious.

When I see the typeface that was chosen, it reminds me of the current line of Pepsi branding, or the exclusive packaging of Oreos and Ritz for Target. The first thing I think of is the game Bioshock, with their art style being from 50-ish era.

OH MY GOD! You have basically stripped every single bit of personality, authenticity and quirkiness from the design! What were you thinking? You need to learn some very important lessons about Branding and that just making something look 'more modern & simple' does not equal a better design.