The Opportunity:
In 2017, Oro Imperial tapped (W)right On to launch its new, small batch, premium sipping tequila from Jalisco, Mexico.
While the product had a name and logo, it was in need of a brand identity and key marketing assets that would bring it to life and help it stand out in a crowded marketplace.
Our team collaborated with Oro Imperial to develop a comprehensive brand identity based on industry research, consumer expectations and the product’s unique attributes.
The Solution:
We chose the quetzal bird, revered by the ancient cultures credited with creating the first tequila, to represent the brand’s authentic recipe and premium quality. Our broad initiative also included a high-end sales brochure, video storytelling, branded social media channels and a partnership to support direct-to-consumer online sales.
We gave the brand a playful vibe using vibrant color palettes and Mayan-inspired graphics. Since the tequila wasn’t widely available, we marketed it as a product for “seekers” and used the tagline “Seek the Sip” in branded collateral, including a Seek the Sip vanity URL for the website we created.
To help Oro Imperial establish lasting credibility, we identified opportunities for the brand to earn independent third-party awards and accolades.
The Results:
Within six months, the Oro Imperial tequila brand launched in North America with a distinctive brand story and identity. The campaign garnered Oro Imperial several top industry awards, which helped support media relations efforts and drive consumer interest.
Learn about one of our other successful brand launches in this case study on a healthcare brand image we developed for a 32-year-old nonprofit.
Grant Wright
Corie Fiebiger
Shae Geary
Roman Lukjanenko
Phelan Riessen
Katrina Early
Hamish Marshall