Ceradini Design Launches New Packaging Design

Wanting to expand its consumer franchise particularly among 25 to 34 year old males, Jose Cuervo planned to launch a premium, ready-to-serve margarita.

Named "Jose Cuervo Golden Margarita," the new offering would be filling a consumer niche as the only premium, ready to serve margarita combining both Jose Cuervo Especial Tequila and Grand Marnier as key ingredients.

As such, Jose Cuervo Golden Margarita promised a "top shelf margarita experience at home."

A design and packaging system had to be created that addressed four elements critical for its introduction and success.

The packaging had to: communicate a premium look, true to the product, identify the premium ingredients inside, leverage existing elements of Jose Cuervo tequila brand, and reflect an "on-premise experience," though it was created for home use and consumption.

Ceradini Design, the New York design and packaging firm, was signed to lead design and packaging efforts for Jose Cuervo Golden Margarita.

With over 12 years in the premium spirits category, and luxury branding, Ceradini had demonstrated its relevance for this, and similar, projects.

"Going in, the main objective was creating a focused design system with a premium look and an 'on-premise' feel that would ultimately build the Jose Cuervo Ready-to-Drink Margarita franchise," said Davi