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5 Questions With Stranger & Stranger

by Elizabeth Freeman on 10/12/2016 | 3 Minute Read

Can’t stop won’t stop. Every week we bring you The Dieline’s Top 10 packaging projects and articles to inspire and boost creativity, but why stop there? Our 5 Questions With series allows us to sit down with the best of the best here on The Dieline and dig deeper into these fascinating projects, from the design process to the biggest challenges. Today we’re chatting with Stranger & Stranger, a design and creative studio based in London, New York, and San Francisco, about their work on Campo Bravo Tequila.

1.Walk us through the design process that you went through for this project.

Our client wished to repack the existing Campo Bravo brand to compete better in Mexico and to do it in a way that isn’t like all the rest of the tequilas on shelf.

As Campo Bravo translates to “brave field” we chose to personify bravery using iconography and settled on the Mexican wolf – a highly-regarded symbol and a powerful and ownable way to telegraph bravery. From research we found that the wolf also symbolizes “rebirth” which echoed our intention of breaking out of traditional tequila category expectations. We also created secondary design elements inspired by Charros' (Mexican cowboys), adding a nod back to the history of tequila in Mexico.

2.What was one of the biggest goals you set out to achieve with this packaging and how did you accomplish it? 

In all our works we use storytelling and imagination to help brands stand out on shelf. With Campo Bravo it was especially important to develop a story to add authenticity to the brand. The tequila shelves in Mexico are crowded with thousands of brands, and standing out in an ownable way is the key to disrupting the category.

By finding a character with strong ties to Mexican folklore, and incorporating design details unique to Mexican culture, Campo Bravo tequila now tells a unique story.

3.What was the most challenging part of this project?

Executing the wolf illustration in a way that could be achievable as an emboss in glass. It helped having a great client who continued to push their glass supplier to meet our design intent throughout.

4.If you could pick one aspect of the finished design that you like the most or feel especially proud of, what would it be and why?

We are very pleased that the complex detail in the glass emboss was achieved as intended to differentiate the brand in such a crowded market.

5.Share one lesson that you learned while working on the project.

That great design can be championed with a willing and open minded client, letting us do what we do best. Bravo!

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