Paladar Tequila;
Of the Earth, From the Family

Brand Identity, Logo, Packaging

The Situation —

From the last of the independent founding families of tequila, Paladar is a homage to the traditions of Mexico. Eduardo Orendain Jr., the fifth generation of the last independent founding family of tequila, teamed up with the craft liquor entrepreneurs behind Drifter Spirits to create a unique and modern tequila brand. Americano was tasked with creating a special brand that highlighted the legacy of the family and the traditional process of making tequila that has stood the test of time over five generations.

The Solution —

Americano’s Creative Director, Charlie Poulson, proposed an idea so unique and wild, he truly did not think it would be chosen out of the various rounds and iterations presented. The idea: dip the bottoms of the tequila bottles in the soil from the fields; so that consumers can actually touch where the tequila originated from.

Paladar highlights the traditional process used to make tequila (fermenting in pine vats instead of concrete to give it a more rustic taste) and the fact that the family has used the same agave fields for five generations. Through many tests and trials, the dipping operations were perfected to be produced on a mass scale without losing the authenticity of the volcanic soil, the concept, and its deep history.

Of the Earth, From the Family was the motto. The brand was also launching new and experimental offerings, like finishing tequila in Amburana barrels, the label design is more modern and non-traditional. Two separate front labels with embossing and a string-wrapped neck with natural cork formed the perfect union between family traditions and forward-thinking modernity.