El Mayor is a handcrafted tequila grown in the highlands of Jalisco and aged using processes perfected by four generations of González family distillers. Time and again, El Mayor has earned its place as a premium tequila through awards, accolades and innovation. But with dated branding and a new expression launch on the horizon, El Mayor needed a sophisticated digital facelift to stand out in the extraordinarily crowded tequila market.
- Brand Strategy
- Campaign Development
- Identity Creation
- Social Media
- Website Design
As part of ushering in a cleaner, brighter brand look and feel, we developed an extensive toolkit that keeps the brand cohesive across channels. Textures and colors were inspired by the adobe buildings of Mexico, while inky illustrations gave the brand an elevated, personal touch, not unlike the brand’s handmade tequila product.
The brand guidelines included photography do’s and don’ts for distributing to influencer partners, boilerplate copy for quick reference and typography rules that captured the exquisite elegance of El Mayor.
Along with El Mayor’s updated look – which introduced luxe textures, elegant linework and a refined color palette – we launched a sleeker digital ecosphere, complete with a featured recipe carousel and easy-to-access expressions for a better user experience.
Make An Impression
El Mayor Tequila always rises to the occasion, worthy of your celebration. For this national tv spot, we let the tequila (and the atmosphere) do the talking.
Bring a bottle of Blanco, Reposado, Anejo or Extra Anejo to your next get-together and watch it disappear.
Roof-Top Shelf Tequila
Good friends. A beautiful setting. The perfect time of day. When one or more of these things align it’s a good time to enjoy El Mayor Tequila.
For our summer campaign, we captured hand-crafted cocktails, good conversation, and a lot of laughter from a beautiful rooftop, all at that golden hour. The perfect setting to get back together and enjoy the company of those we missed most.
Unlike summers past, the summer of 2020 was filled with global uncertainty and panic. What’s more, the digital space was inundated with content for the sake of content. So when we needed to develop a summer digital campaign for El Mayor Tequila, we knew we had to bring value to consumers to rise above the noise of the content deluge.
With brilliant, sunset-inspired photography, thoughtful mantras and ways to relax after a long day, the Tequila Sunset campaign brought a glimmer of much-needed tranquility to Instagram feeds every sunset for 18 days.
New Bottle Design
In developing a campaign that would help announce and promote recognition of El Mayor’s newly designed bottle, we had to create something that would remain visually fresh despite constant use of bottle heroes while staying uniquely El Mayor.
Thus was the Elements concept – a concept that places the bottle at the center of imagery that evokes the flavor profiles and notes of each of El Mayor’s tequila expressions. We created Instagram static images and gifs with peppercorns, floral illustrations, caramel animations and gilded fruit photography to demonstrate the bold flavors of El Mayor while not fatiguing the audience with bottle shots.
We also developed a :15 YouTube pre-roll remotely during the coronavirus pandemic to help promote Drizly delivery messaging during a peak in YouTube use.