Rey Azul Tequila

Tequila is one of the fastest growing categories in United States spirits. Flavours have been flourishing in adjacent spirits categories, particularly vodka, but there was a white space opportunity in the RTD space to bring these two trends together to create a premium Tequila & Soda RTD.

Denomination was tasked with creating a brand that evoked an elevated aesthetic from the more traditional RTDs on shelf, as well as use messaging and quality cues to alleviate any potential consumer concerns that – as a new brand – it may taste artificial or too sweet. The brand needed to reflect the authenticity of its home in Mexico.

We named the brand Rey Azul – or Blue King – to celebrate the iconic blue agave ingredient, grown in Jalisco, Mexico. The Rey Azul brand identity features an unusual typeface that feels authentic to a Mexican brand, and one which is timeless. The crest is a simple heraldic etching: the agave plant sits in the middle of the crest as an homage to the “blue king”. The inclusion of the crown and sceptre are nods to the high standard and the premium nature of the product.

The supporting varietally-coded illustrations that feature in the brand’s world and packaging design are both modern and retro, with an inability to put a time stamp on them. Natural (not artificial) colours highlight each flavor, and each one features both the Blue King agave as well as the Mexican sun. The texture of the background has been inspired by the beautifully painted and organic walls of homes in Mexico.