Design process for Rudo and Tecnico labels

Problem. Comic book-styled illustrations are confusing for the consumers and make the product look “cheap” and gimmicky. Each age expression within the brand features different wrestlers figures, which clutters the brand message. There are too many colors involved and intermingled between two products, which make it difficult for people to distinguish between Rudo and Tecnico brands. The paper used for the labels is thin, metallic and does not highlight the artisanal origins of the products.

Objective. Design a label to highlight the artisanal roots and premium quality of tequila that will help to connect with larger customer base through the new packaging design.

Searching for a potential stylistic execution

Client is feeding the label print references

Solution. The essence of Lucha is in its cool, edgy and mysterious style. The Lucha mask is the main visual anchor surrounded by the elements that underline the fascinating cultural tradition.

Opt.1 Tequila name below the side profile of lucha libre wrestler.

Opt.2 Lucha libre in action with tequila name is written on title belt.

Opt.3 Stylised Mexican tattoo on the back of the wrestler.

Opt.4 Front on mask above the tequila name vignetted by decorative flourishes.

Client chooses sketch no. 4 and it is going to the development

For the detailed sketch I design elements separately, then I comp them together using tracing paper

Client rejects this sketch as the mask is too dominating and detail is over the top glamorous

Searching for the best mask design

Approved label sketch

Ahh, already looks better

Taking the sketch to digital

Several restless nights later

Designing custom letter shapes

Finding the best face for Tecnico mask

Now the fun times with some piña

Amending letter 'O' as it looks like letter 'A'

Perfecting the capital letter

Redesigning the quality badge

Another couple of nights to digitise graphics for Tecnico label

And voilà, can't say I'm amazed, but it looks convincing

Rudo Blanco colour choice

Shortlisted colour versions for Rudo label

Before and after

Design progression

Wrapping around the bottle

Final and approved label designs

Working with 3d designer on creating the bottle

Done!