Ceradini Design Launches New Packaging Design

Ceradini Design Launches New Packaging Design System For Premium 'Jose Cuervo Golden Margarita'

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
-- 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 David Ceradini, CEO/CCO of Ceradini Design Inc.

Ceradini's final Jose Cuervo Golden Margarita packaging system invaluable equities within the Jose Cuervo brand, while innovating and expanding relevancy of the Cuervo brand story through new design approaches and components.

Key was that while this product used the same bottle structure as another from the Cuervo family, its contents were quite different. This was a unique combination from two great houses, each with its own rich history -- Jose Cuervo and Grand Marnier. Combined, they resulted in a unique tasting margarita nuanced with the essence of oranges.

At retail, the innovation was flagged through several key branding elements, including the use of a clear, pressure-sensitive label in place of the typical Cuervo paper label; the red wax seal signifying the combined quality of products from two great houses and legacies; the shoulder label, employing rich golden Mexican design elements highlighting the heritage of Jose Cuervo Golden Margarita; and the mid-level label glass addressing the reliability of the product taste.

Founded in 1994, Ceradini Design is a New York boutique design, packaging, branding firm providing a top-down approach to client service, creative ideation, creative development and implementation Ceradini Design clients have included Procter & Gamble, Heineken USA, Diageo, Allied Domecq, Bertelsmann, Colgate-Palmolive, Nabisco, Unilever, Jose Cuervo, Gillette and others.

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