Jose Cuervo, the world’s (and our agency’s) numero uno tequila, asked us to help revitalise the global brand identity. Our challenge was to build an identity that would bring consistency across an increasingly global stage, while also having the flex to adapt to individual market needs. Based on the idea of Mexican Energy, we took inspiration from the incredible vibrancy of modern Mexico to inform Jose’s new brand world. In addition, we created a series of toolkits that gave Jose Cuervo ownable experiences and creative assets, complete with a new serve ritual.

Results:
Global brand consistency.

Our solution: Because was thrilled to have the opportunity to revitalise the global brand identity for Jose Cuervo, the world’s favourite tequila. While known the world over, what the brand was lacking was consistency across an increasingly global stage. Our challenge was to create a consistent global identity that would have the flex to suit every market’s needs, adapt to cultural nuances and consider changing global drinking trends. 

Inspiration was found in Jose’s roots – Mexico. From architecture to food, modern Mexico has an incredible vibrancy to it. This constant thread of energy and colour lies at the heart of the brand and formed the foundation of our idea, Mexican Energy. We took a modern interpretation of Mexico and translated this into Jose’s new brand world. A series of global toolkits were developed giving Jose ownable experiences, creative assets and even a new serve ritual. In line with global drinking trends, we developed a set of guidelines to differentiate two distinct drinking occasions: day and night

Creating the connection: Beyond a vibrant brand refresh, we propelled Jose into the future with renewed spirit by creating a flexible framework that ensured global consistency and empowered different markets to do what’s locally relevant.

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