The Dieline Awards 2011: Second Place - Espolon
Entrant: Landor Associates
Description: SKYY Spirits purchased Espolon, an award winning tequila with little awareness in the US market. The goal was to re-introduce the brand in a crowded premium segment. Through consumer insights we learned that the market was over-saturated with tequilas all telling the same stories of heritage and agave growing techniques. We also learned that consumers were looking for a product that felt real; A product that depicted real life in Mexico. The new brand was inspired by the original Posada engravings that told real stories of the struggles and social injustices in Mexico. We created six different scenes that depicted a moment in history and in every day life in Mexico.
The name Espolon refers to the spur of a rooster. To give relevance to an existing name, we created a rooster “Ramon”, named after the master distiller. Ramon is a key participant in every story always appearing in an unexpected manner. Espolon is a brand that breaks away from distilleries and heritage messages. One that engages audiences by depicting real Mexican life. A living identity that works as a series of labels depicting real stories of joy, social struggles, and real life in Mexico that will continue to change over time keeping the rand fresh and real. It launched on Cinco de Mayo.