Before & After: Herradura Tequila

Hirst Pacific LTD Redesigns Herradura Tequila Bottle for Brown Forman

 

"The mission for Kenneth Hirst, president of HIRST PACIFIC LTD, was to work in conjunction with the Brown-Forman design team to develop a new Herradura bottle that would unify Herradura’s global markets, replacing the round bottle in Mexico and the square bottle in the USA.

The clear glass form is an elegantly tapered square shape with an extended neck, which ties to the authenticity of traditional Mexican glass making. Colored ribbons draped over a bold black cap distinguish the collection of aged tequila’s. The bottle is easy to hold and pour and is particularly efficient when filling a small shot glass.

Herradura means horseshoe in Spanish and was a symbol of good luck for the founder, Feliciano Romo. Since the previous label incorporated a horseshoe element, Hirst wanted to make it the symbol of the brand and the focal point on the bottle. The label is simply a metallic horseshoe embossed with the brand name and embedded into the front panel of the glass that frames the emblem. The brands iconic symbol makes the package easily recognizable.

Additionally, the bottle is subtly detailed with decorative elements that are found around Casa Herradura linking the package to its provenance.

Herradura has over 140 years of heritage and tequila making tradition. The new bottle was designed to reflect the high quality and authenticity of the product. The bottle is a balance of Herradura’s distinct Mexican heritage while being premium and contemporary.

The final design exudes distinction, yet remains friendly and approachable. It maintains its link to Mexican tradition and serves as a worthy vessel for one of the finest tequila’s on the market.

BROWN FORMAN Herradura tequilas include: Silver, Reposado and Anejo. The new packaging is currently available in California, Florida and Texas markets, and throughout Mexico. The remainder of the U.S. and rest of the world will follow in the coming weeks and months. Herradura is now available in stores throughout the United States and Mexico. Grab a bottle to experience the new Herradura tequila design by Kenneth Hirst."

BEFORE

AFTER

Comments

[Jkreu]

Hirst Pacific is being credited here, but is that just for the bottle? I thought Duffy was responsible for this redesign.

[Martin Ford]

The modern and minimalistic new image of herradura does not go with the primary escence of the brand. They are trying to be something that they aren't. But taking that aside, the design is a good one.

[Brent]

Duffy definitely had something to do with the design. I saw a webcast hosted by him and he showed his process for the redesign, including creative and visual briefs, early drafts, and then the final design. And I didnt see this work on the Hirst website so I dunno?

[M. Anders]

I find it interesting that Hirst (whom I've never heard of) is credited for this design. I'm damned certain this is Duffy work.

Something is rotten in Denmark.

[R Letterman]

The lighting, texture and background effects in the "after" photo makes it really difficult to compare to the "before". Why manipulate the results like this?