CONSTELLATION BRANDS
CASA NOBLE TEQUILA
IDENTITY, PACKAGING, STRUCTURAL DESIGN
THE SITUATION
Constellation Brands saw a bold opportunity with its new acquisition, Casa Noble, to claim a larger share of the fast-growing ultra-premium tequila market. They brought us in to help reposition the small but highly respected brand, crafting a visual identity, brand architecture, and tiered portfolio designed to earn Casa Noble a rightful place alongside the category’s top-tier players – both on-premise and off.
THE SOLUTION
We developed “The Noble Pursuit” brand strategy which inspired a compelling verbal and visual identity for he reimagined brand. The new expression extends elegantly across packaging and into the higher price point and collector tiers – each layered with richer sensory details and moments of discovery – capturing the essence of an authentic luxury experience from start to finish.
THE EXECUTION
For the three core expression, we kept the signature hand-blown bottle, spherical stopper, and oval label, enhancing the label’s readability to ensure greater visibility both on the back bar and on the shelf. For the luxury expression – limited to just 300 bottles at $1200 each – we designed an ornate silver stopper, collar, and medallion, intricately engraved to evoke the pinnacle of Mexican luxury.
THE RESULTS
Following the relaunch, Casa Noble became the fastest-growing tequila brand in its category and was named “Tequila Producer of the Year” by the International Spirits Challenge.
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