Since its introduction in 1994, el Jimador Tequila has become the top-selling tequila in Mexico. To accelerate growth in the United States, el Jimador needed to strengthen its brand expression to differentiate itself from over 1,300 tequila brands already competing in the market. Brown-Forman brought in Cue Design to redesign the el Jimador packaging to give them the look they needed.
“Our partners at Brown-Forman Design invited us to collaborate and help el Jimador tell a more compelling brand story that would grab the attention of energetic young adults in the U.S. market. A premium, 100% agave tequila with authentic credentials, el Jimador needed to retain the equity it had built over the years as Mexico’s most popular tequila, while finding new ways to increase its shelf presence and appeal. The first step was to refresh and refine the brand’s primary identity.”
