Patrón
Working on a brand with an iconic look, one that’s seeped into the public consciousness can be both a blessing and a curse. Everyone knows it, but how do you build on it? How do you make it feel the same yet different? It was a challenge we had a lot of fun working on. Patrón is a brand you know instantly by the shape of the bottle. For a holiday gift-giving campaign that included film, print and digital we leaned into that. It’s not often you get a client brave enough to forego a product shot, but when it’s a shape this iconic, you can get away with a lot.
Another obstacle we faced was how do you make an iconic brand’s messaging look and feel similar, but also new and fresh? For two new entries in the Gran Patrón line—Burdeos and Piedra—we took cues from the surprising color of the new products and used that as a starting point, making it feel connected, yet unique, to the overall brand.
