{"id":288003,"date":"2025-06-11T13:03:44","date_gmt":"2025-06-11T13:03:44","guid":{"rendered":"https:\/\/peraltafinancing.com\/entertainment\/art\/tequila-centenal-packaging-communication-arts\/"},"modified":"2025-06-11T13:03:44","modified_gmt":"2025-06-11T13:03:44","slug":"tequila-centenal-packaging-communication-arts","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=288003","title":{"rendered":"Tequila Centenal packaging | Communication Arts"},"content":{"rendered":"<p> <br \/>\n<br \/><img decoding=\"async\" src=\"https:\/\/image1.commarts.com\/images1\/4\/4\/7\/1\/1\/1174430_0_480_MTUwMTk5MjA4OTI3MjY4NDI0OA_f.jpg\" \/><\/p>\n<div>\n<p>Responses by <a href=\"http:\/\/bento.me\/francdesign\" target=\"_blank\">Francisco C\u00e1zares Zerme\u00f1o<\/a>, art director.<\/p>\n<p><strong>Background:<\/strong> The core purpose of the Tequila Centenal project was to encapsulate a captivating narrative of rebellion and rediscovery within a premium tequila brand. We wanted to create packaging that would serve as a visual testament to the enduring spirit of freedom and the ingenious defiance of Rodolfo Mart\u00ednez, the great-grandfather of Tequila Centenal\u2019s agave distillers who created a hidden distillery in his own estate after the Mexican government shuttered his cantina in 1915 during prohibition. Our target audience is the discerning connoisseur who appreciates not only exceptional tequila but also a rich, authentic story that imbues the product with a unique sense of history and adventure.<\/p>\n<p><strong>Design thinking:<\/strong> Our design philosophy for Tequila Centenal revolved around a nuanced approach to storytelling. We wanted the packaging to invite discovery, much like Rodolfo\u2019s great-grandchildren uncovered his secret distillery underneath one of the family\u2019s estates. The decision to incorporate an underlying, almost hidden illustration that wraps around the bottle, visible through the clear glass, was central to this. This layered visual narrative lets the consumer literally \u201cuncover\u201d the tale of the clandestine distillery and the spiral staircase as they interact with the bottle. The main label, while clean and contemporary, utilizes a subtle distress texture to hint at the brand\u2019s aged origins and rebellious past, creating a beautiful tension between modern elegance and historical intrigue. We deliberately aimed for a design that feels both refined and deeply rooted in its Mexican heritage.<\/p>\n<p><strong>Challenges: <\/strong>Translating the rich, adventurous and multilayered story of Tequila Centenal into a sophisticated and legible packaging design\u2014without resorting to overt or cartoonish illustrations. With its police raids, hidden basements and ancient recipes, the narrative could have easily overwhelmed the design. Our challenge was to distill these dramatic elements into subtle visual cues\u2014like the hidden illustration and the strategic use of transparency\u2014that would intrigue consumers and prompt them to delve into the brand\u2019s compelling history, all while maintaining a premium, elegant aesthetic that reflects the quality of the tequila itself.<\/p>\n<p><strong>Favorite details:<\/strong> The integrated storytelling achieved through the transparent bottle and the illustrative wrap. This detail allows the narrative of Rodolfo\u2019s clandestine distillery and the spiral staircase (logo abstraction) to unfold as one rotates the bottle, creating an immersive, interactive experience. It\u2019s a subtle yet powerful way to convey the brand\u2019s unique history, transforming the act of holding the bottle into a journey of discovery. This innovative approach ensures the packaging isn\u2019t just a container but an integral part of the brand\u2019s mystique and appeal, truly embodying a legacy of the forbidden to savor with freedom.<\/p>\n<p><a href=\"http:\/\/bento.me\/francdesign\" target=\"_blank\"><strong>bento.me\/francdesign<\/strong><\/a><br \/><a href=\"http:\/\/helixestrategias.com\" target=\"_blank\"><strong>helixestrategias.com<\/strong><\/a><\/p>\n<\/div>\n<div>\n<h3>Browse Projects<\/h3>\n<p>Click on an image to view more from each project<\/p>\n<\/p><\/div>\n\n","protected":false},"excerpt":{"rendered":"<p>Responses by Francisco C\u00e1zares Zerme\u00f1o, art director. Background: The core purpose of the Tequila Centenal project was to encapsulate a captivating narrative of rebellion and rediscovery within a premium tequila brand. We wanted to create packaging that would serve as a visual testament to the enduring spirit of freedom and the ingenious defiance of Rodolfo [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":288004,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[100],"tags":[1107,118725,12974,2625,16339],"dealstore":[],"offerexpiration":[],"class_list":["post-288003","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-art","tag-arts","tag-centenal","tag-communication","tag-packaging","tag-tequila"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Tequila Centenal packaging | Communication Arts - Som2ny Network<\/title>\n<meta name=\"description\" content=\"Francisco C&amp;aacute;zares Zerme&amp;ntilde;o highlights how Tequila Centenal&amp;rsquo;s packaging tells a rebellious story through elegant, layered design.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/fivemor.com\/?p=288003\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Tequila Centenal packaging | Communication Arts - Som2ny Network\" \/>\n<meta property=\"og:description\" content=\"Francisco C&amp;aacute;zares Zerme&amp;ntilde;o highlights how Tequila Centenal&amp;rsquo;s packaging tells a rebellious story through elegant, layered design.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/fivemor.com\/?p=288003\" \/>\n<meta property=\"og:site_name\" content=\"Som2ny Network\" \/>\n<meta property=\"article:published_time\" content=\"2025-06-11T13:03:44+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/fivemor.com\/wp-content\/uploads\/2025\/06\/1174430_102_600_MTUwMTk5MjA4OTI3MjY4NDI0OA_f.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"600\" \/>\n\t<meta property=\"og:image:height\" content=\"338\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"admin\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"admin\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/fivemor.com\/?p=288003#article\",\"isPartOf\":{\"@id\":\"https:\/\/fivemor.com\/?p=288003\"},\"author\":{\"name\":\"admin\",\"@id\":\"https:\/\/fivemor.com\/#\/schema\/person\/b85e3c3dc0e1daea076524dc8810c371\"},\"headline\":\"Tequila Centenal packaging | Communication Arts\",\"datePublished\":\"2025-06-11T13:03:44+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/fivemor.com\/?p=288003\"},\"wordCount\":472,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/fivemor.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/fivemor.com\/?p=288003#primaryimage\"},\"thumbnailUrl\":\"https:\/\/fivemor.com\/wp-content\/uploads\/2025\/06\/1174430_102_600_MTUwMTk5MjA4OTI3MjY4NDI0OA_f.jpg\",\"keywords\":[\"Arts\",\"Centenal\",\"Communication\",\"Packaging\",\"Tequila\"],\"articleSection\":[\"Art\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/fivemor.com\/?p=288003#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/fivemor.com\/?p=288003\",\"url\":\"https:\/\/fivemor.com\/?p=288003\",\"name\":\"Tequila Centenal packaging | Communication Arts - 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