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Brand Development Case Study

Client

Vecala

Location

2023 Las Vegas, NV
Jalisco, Mexico

Project Brief

Vecala. an international spirits brand based in Las Vegas is introducing a whole new generation to premium quality tequilas created and distilled in Jalisco, Mexico. The company also plans to produce premium rums, mezcals, cremas, vodkas, gins, whiskeys and ready-to-drink cocktails.

Vecala turned to BRAND to develop comprehensive branding, marketing and communications strategies, tactics and assets in preparation for its global launch in 2025,

Brand Development Case Study

Client

Vecala

Location

202 Las Vegas, NV
Jalisco, Mexico

Project Brief

Vecala. an international spirits brand based in Las Vegas, is introducing a whole new generation to premium quality tequilas created and distilled in Jalisco, Mexico. The company also plans to produce premium rums, mezcals, cremas, vodkas, gins, whiskeys, and ready-to-drink cocktails.

Vecala turned to BRAND to develop comprehensive branding, marketing, and communications strategies, tactics, and assets in preparation for its global launch in 2025.

(SDS)

Strategic
Discovery
Session

During a three-day Strategic Discovery Session (SDS). the BRAND team learned the full scope and depth of Vecala’s plans to disrupt and dominate the spirits market. We learned about Vecala’s immense farming and distillation operations in Jalisco, Mexico.

We had a master class in the art, science and tradition of creating world-class tequilas and rums taught by perhaps the world’s leading expert, referred to throughout the industry simply as “The Man.” And we learned how the body senses aromas and tastes. and how the shape Of a glass can completely redefine the spirits tasting experience.

We also sampled many of Vecala’s
extraordinary products. Repeatedly.

Corporate Identity

While the majority of Vecala’s core brand development would take place in the months ahead, the immediate priority was to create a distinctive brand voice, visual identity and memorable tagline that would clearly distinguish and differentiate the brand, and directly compete with long-established industry giants.

We began with the Vecala logo mark, which integrates a stylized letter “V,” the core reference to the Vecala brand, and an infinity symbol, which represents continuity, the endless potential of the brand and the unlimited opportunities available to spirits distributors and B2B and B2C customers alike.

Logo Design

The look and feel of the mark pays homage to time-honored tradition and the master distiller’s art. But the addition of a clean, bold, modern logotype confidently proclaims that Vecala is focused on the future, creating the next generation of premium products for the next generation of consumers seeking high quality “spiritual” experiences.

This fusion of tradition and innovation is captured in Vecala’s tagline: The New Spirits of Mexico. All Vecala spirits are to be produced in Mexico, using locally-sourced ingredients and generational expertise. The unique soil, climate and age-old techniques infuse Vecala products with encanto especial – the magical character and spirit that is authentically Mexican.

Corporate Colors

Vecala’s branding blends rich earth tones with shimmering metallics that signify opulence, sophistication and superb quality. They help position Vecala as a premium brand whose standard products can directly compete with or surpass luxury-priced products from other distillers.

Packaging Design

One critical takeaway from the SDS was that Vecala intended to launch six tequilas, two mezcals, two cremas, five rums, and a couple of vodkas, all at the same time. The BRAND creative team immediately began working on bottle and label designs for Velocity, Vecala’s halo line of premium tequilas.

Our design brief targeted everything about the Velocity brand to Gen-Z consumers who value authentic, exceptional branding, products, and experiences. The evolving design language positions Velocity as a top-shelf brand that respects the tequila tradition, while embracing Gen-Z’s energy, passion, and culture.

Packaging Design

One critical takeaway from the SDS was that Vecala intended to launch six tequilas, two mezcals, two cremas, five rums, and a couple of vodkas, all at the same time. The BRAND creative team immediately began working on bottle and label designs for Velocity, Vecala’s halo line of premium tequilas.

Our design brief targeted everything about the Velocity brand to Gen-Z consumers who value authentic, exceptional branding, products, and experiences. The evolving design language positions Velocity as a top-shelf brand that respects the tequila tradition, while embracing Gen-Z’s energy, passion, and culture.

Vevasso Glassware

We also created retail packaging for Vecala’s Vevasso line of crystalline spirits tasting glasses and traditional cocktail glasses. Their patented design channels unwanted alcohol vapors away from the nose, revealing the true aromas and character of the spirit.

Our designs showcased Vevasso’s functional beauty and quality, and positioned it to discerning consumers seeking the ultimate spirits tasting experience.

Website Build

We designed a temporary landing page that introduces the Vecala brand to B2B consumers, invites them to a tasting experience and prompts them to learn more about Vecala products, business opportunities and upcoming events. It also introduces the revolutionary Vevasso glassware line.

We seamlessly blended a crisp, high-impact narrative with stunning visuals highlighting Vecala’s dedication to quality and tradition, as well as its focus on Gen-Z consumers. It also showcases Vecala achievements at its first major spirits tasting competition, The 2023 Pr%f Awards.

BRAND is developing Vecala’s comprehensive website with dedicated content that engages and converts prospective spirits distributors and retailers. It will also begin building brand and product awareness, trust relationships and loyalty among B2C consumers.

PR and Collateral

We created PR opportunities that promoted Vecala’s tasting events, charity involvement and standout performance at the Pr%f Awards. These were supported by compelling storytelling, imagery and collateral materials that established its distinctive branding and premium positioning, and revealed Vecala’s bold, disruptive vision to industry experts, spirits connoisseurs and the media.

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