• Loading…


Award: Wood Pencil

Wood Pencil / Packaging Design / Packaging Design / 2011

Espolón is an award-winning tequila with little brand awareness in the US. The goal was to reintroduce the brand in a crowded premium segment. We learned that consumers wanted a product that felt real. The new brand was inspired by the original Posada engravings, which told real stories of the struggles and social injustice in Mexico. The name Espolón refers to the spur of a rooster, so to give it relevance, we created a rooster, Ramon, named after the master distiller. Espolón is a living identity that depicts stories of real life in Mexico.

Want more access to D&AD?

Join D&AD as a Free Member and you’ll be able to view winning work, enter the Awards, download New Blood briefs and get access to even more articles and videos.

Join for free I’m already a member

Are you credited on this winning entry?

There's a Pencil with your name on it. Drop us your details for further information about how you can order your Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.

Please don't check this box.

We have placed cookies on your computer to help make this website better.
You can change your cookie settings at any time. Otherwise, we'll assume you're OK to continue.

Don't show this message again