DOS PRIMOS
TEQUILA
Founded by renowned country music artist Thomas Rhett and his cousin Jeff Worn, Dos Primos Tequila is a fine sippin’ blanco made for sharing with those who know you best.
Thomas and Jeff wanted a tequila brand that married Mexican tradition, southern sensibility, familial bonds and a love for the outdoors. So, we created a brand persona that gave spirits like bourbon and Tennessee whiskey a run for its money — a pure tequila perfect for passing around the campfire.
Brand Identity
As part of the Dos Primos launch, we were tasked with creating brand guidelines that would ensure consistency in design and tone across all channels and deliverables. We began the process by executing a competitive analysis and establishing a target consumer. From there, we developed a brand platform rooted in the product’s attributes and distilled that platform down into a single, own-able brand promise: Dos Primos Tequila makes anywhere feel like home.
Using that brand promise, we built a design language and personality that allowed Dos Primos to authentically connect with our target audience. Decisions like textures, color palettes and photography guidelines all were carefully made to support the brand promise and product attributes.
Commercial Production
Brand Launch: Thomas Rhett’s twang. A little guitar plucking. And a honey-sweet script all about Dos Primos Tequila. The commercial we delivered captures the authenticity, breathability and purity of the tequila with rugged shots and a little poetry to match.
Mexico: By the time Dos Primos Reposado rolled around, it was high time the founders took a trip down to tequila country. We delivered a commercial featuring the sights and sounds of Jalisco, all wrapped up in a story of finding your way back home.
Ad Campaigns
As part of the brand launch and beyond, we coordinated an awareness campaign that spanned digital, print, radio and out-of-home. Our goal here was simple: grab folks’ attention and spread the good word about Dos Primos. And if we needed a little star power to make it happen, so be it. Our creative was designed to capture the spirit of the brand: good folks, good times and the great outdoors.
Photography
Lifestyle: Candid photography with Thomas, Jeff and friends set the brand’s intimate, outdoorsy tone. Product photography with well-placed environmental nods invites consumers to imagine sharing Dos Primos with friends just about anywhere.
We developed sepia treatments for Dos Primos photography that conveyed the warmth of friendship and the salt-of-the-earth personalities of our consumers.
Heritage: Coinciding with our video production in Mexico, we also shot new photography to add a new layer of authenticity to the brand. From landscape shots of the Jalisco highlands to group shots with the González family, we used these photos to tell a broader story of families coming together over some fine tequila.
Nothing captures the essence of country life better than good, old-fashioned storytelling. There’s poetry in every howl of wind, reverence in every moonlit pond, treasure in every bit of laughter shared. That’s why we deployed this storytelling technique to give Dos Primos its genuine country voice.
Website
Dos Primos needed a website as simple, sweet and sippable as the premium tequila behind their label.
To match the tone of the brand, we created a website experience that told the story of the tequila. Like Dos Primos, the rich visuals and minimal copy invites you to stay a little longer.
Merch
With its outdoorsy tone and Southern sensibility, Dos Primos makes for some fine merch. Over the years, we’ve produced all kinds of Dos Primos apparel and accessories. Some of our designs were even handpicked by Thomas Rhett to wear onstage at his shows. Talk about a compliment.
Sweepstakes
Who wouldn’t want to throw back a couple shots with the man behind the tequila? With a bona-fide superstar in Thomas Rhett, we knew we had a winning sweepstakes on our hands. Over the years, we launched two sweepstakes aimed at increasing brand awareness among Thomas Rhett fans. Through web design, merch, social media and video, we created huge demand for these limited-time offers — and made a couple Thomas Rhett fans very happy.
