PURPOSE
Dia Muerto is a brand based out of Mexico City, releasing a new line of flavored tequilas. The company's product required a packaging design that would accurately represent Mexican culture while also conveying the sense of energy and enjoyment that consuming its products brings.
PROCESS
Dia Muerto’s concept for its flavored tequila packaging was to associate each flavor with a different type of celebration. To convey this concept visually, Dia Muerto required a vibrant design that would stand out against the competition on shelves and grab consumers' attention.
The Dia Muerto skull was chosen as the primary brand identity and is seen on each flavor’s packaging. Thorough research of Mexican culture revealed that these decorative skulls are a traditional symbol associated with the annual Day of the Dead celebration. That symbol further reinforced the brand identity as well as the background culture.
SOLUTION
To maintain consistency, the package design of each different flavored tequila remains relatively uniform throughout. Visual cues that indicate different versions are individual color schemes that are associated with each variety’s flavor and title. The primary skull imagery reinforces the Dia Muerto brand name, which translates to ‘Dead Day’, a play on words foreshadowing the next day’s inevitable hangover.
Every flavor is named after a type of celebration to convey the joy and excitement that results from consuming the product. Each variety’s title begins with “Spirit of the...” The word “spirit” was utilized as a play on words for its various meanings as an alcoholic ‘spirit’, a deceased ‘spirit’, and a ‘spirited’ or lively attitude.