Rey Azul Tequila

How to create a brand that would evoke 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.? And importantly, 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 identity features an unusual typeface to feel 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 are both modern and retro, with an inability to put a time stamp on them. Natural (not artificial) colors highlight each flavor, and each one features both the Blue King agave as well as the Mexican sun – a symbol of vital energy for the Mexicas and Aztecs of the XIV and XVI centuries. The texture of the background has been inspired by the beautifully painted and organic walls of homes in Mexico.