“Bottle beautiful…Casa Sauza XA, the ultra-premium limited edition tequila, gets a distinctive new look. UK-based structural packaging design consultants Studio Davis and brand and packaging design consultants Osborne Pike have collaborated to create a distinctive 750ml bottle design for an innovative addition to Beam’s award-winning tequila portfolio”
The Sauza brand has over three generations of tequila making experience and innovation, with each tequila made using unique distillation with hand-selected Weber blue agave plants and a long ageing process in small American oak barrels.
“The objective of the new design was to embody and communicate the core values of Casa Sauza XA – heritage and craftsmanship. To bring these values to life, Studio Davis and Osborne Pike took inspiration from La Quinta, the spiritual home of the Sauza family; La Constancia, the ageing room; Obsidian, the ancient volcanic rock that gives the land in this region its fertile properties; and Don Cenobio Sauza, the founder of the distillery.
Conscious that the overall pack proposition should be relevant to a target consumer seeking more sophisticated and refined limited edition tequilas, a hypothetical design target was created: known as the ‘Urban Gentleman’. Understanding the distinctive brand assets and attributes that he would find attractive and memorable formed an important part of the overall design process.
It is from this creative process that the key features of the Edicion Limitada bottle were born, perhaps the most distinctive of which is the leather strap and metal buckles, reminiscent of the decorative Mexican saddles that would have been used by a man of status such as Don Cenobio Sauza. The ‘distressed’ leather strap combines with a metal stopper to redefine the opening and closing ritual of an ultra-premium spirit.”
Collaborative Design by Studio Davis and Osborne Pike, UK
