Patrón came to us with a unique problem. Unlike other brands, they had 97% aided awareness. People even knew their tagline was “Simply Perfect.” But that’s it. No substance. No story. No reason to believe. Our goal was to redefine what “Simply Perfect” means to today’s consumers.
What is Simply Perfect?
The Idea
These days perfection doesn't mean flawless. It means embracing what makes you unique. For example, Patrón hand picks their own agave, distills it in small batches and bottles it in hand-blown bottles. Making the world's most popular luxury tequila by hand doesn’t make sense. But it doesn't have to make to be perfect.
We built the brand world around the color white. Not only does it feel clean and minimal (i.e. perfect) but it matched Silver, Patrón’s #1 sku. Then we crafted a typeface and headlines that pushed the brand into more modern and edgy space.
Print Campaign
Patrón wanted to expand our audience beyond party people and reach real tequila snobs so we partnered with French luxury crystal maker Lalique to create 500 limited-edition bottles filled with an extremely rare tequila blend. The price? $7500. Guess you can buy taste.