Can’t stop won’t stop. Every week we bring you The Dieline’s Top 10 packaging projects and articles to inspire and boost creativity, but why stop there? Our 5 Questions With series allows us to sit down with the best of the best here on The Dieline and dig deeper into these fascinating projects, from the design process to the biggest challenges. Today we’re chatting with Stranger & Stranger, a design and creative studio based in London, New York, and San Francisco, about their work on Campo Bravo Tequila.
1.Walk us through the design process that you went through for this project.
Our client wished to repack the existing Campo Bravo brand to compete better in Mexico and to do it in a way that isn’t like all the rest of the tequilas on shelf.
As Campo Bravo translates to “brave field” we chose to personify bravery using iconography and settled on the Mexican wolf – a highly-regarded symbol and a powerful and ownable way to telegraph bravery. From research we found that the wolf also symbolizes “rebirth” which echoed our intention of breaking out of traditional tequila category expectations. We also created secondary design elements inspired by Charros’ (Mexican cowboys), adding a nod back to the history of tequila in Mexico.
