el Jimador Tequila Rebrand
El Jimador Tequila is the best-selling tequila in Mexico, but was relatively unknown in the U.S. market. The rebranding challenge was to retain the familiarity and equity of the previous packaging, while giving the brand a more contemporary look that signaled quality and confidence. With a sleeker, more modern silhouette, the new el Jimador bottle is designed to stand out on the shelf. The bottle’s pronounced shoulders and base present a premium look to match the quality of the product.
The name el Jimador honors the master harvesters of the Weber blue agave plant, from which tequila is made. An illustration of the iconic jimador communicates the brand’s central values of craftsmanship and dedication, and the brand seal adds a stamp of authenticity.
Metallic colors differentiate the reposado, blanco and añejo expressions of el Jimador.
The new label is smaller and more streamlined, with a refined wordmark. At the bottom of the label, a brand pattern tells el Jimador’s hand-harvested product story through a motif of the agave plant and coa, a tool used to harvest agave.
Photography: Mark LaFavor