The consultancy has previously redesigned packaging for Olmeca’s premium brand Olmeca Altos, and was appointed having worked with parent company Pernod Ricard on many previous projects including a new identity for Jameson in 2010.
The new bottles retain the incumbent square-shaped structural design, but have a new ‘orange peel’ texture, which Coley Porter Bell says works with a ‘hammered-esque glass to generate a more contemporary feel’.
Coley Porter Bell creative director Stuart Humm says the consultancy was keen to retain the brand’s distinctive look.
‘It can be tempting to contemporise by stripping everything back and becoming minimal but this was the last thing we wanted to do with Olmeca. It has real character and maintaining this was vital’, he says.
‘When you’ve got a brand with a very rich visual language you want to enhance that, so we added the embossing and the detail’.
The Olmec head icon, redrawn by Chris Mitchell for the new bottles, is given more prominence with the new designs. Coley Porter Bell also redrew the logo, giving it ‘a more contemporary, simplified’ look.
Humm says, ‘The mark before felt a little bit too naïve. Some of the feedback was that it was a bit cartoon-like, so we wanted to make it feel more credible and become something that would live beyond the packaging design’.
The bottles will now feature a new illustration of the Tahona stone, which is used to crush the agave plant to make the tequila; the Master Distiller Jesus Hernandez’s signature, aiming to enhance the brand’s feeling of quality, and the agave plant watermark.
The redesigned label uses ‘fresher, brighter colours with more contrast and movement, injecting energy and intrigue’, says Coley Porter Bell.