Tequila & MK Projects_Complete Process

JOSE LUIS
SANTIAGO

industrial design







TEQUILA

PRODUCT + PACKAGING + BRANDING

The goal was to design an artifact based on my heritage. People
have always reunited for food and drink, so Tequila was the best
way to share my roots and transcend in time with a product
that never dies and creates experiences.

Researched and visited a Tequila plant in Guadalajara Mexico
where I was able to learn and get an insight of the industry
and process for Tequila.

RESEARCH

MARKET AND INDUSTRY

2009 2010 2011 Category % of Market
Tequila consumption in the U.S increased Vodk a 32%
45% from 2006-2011 and survived the 25%
recession in 2009-2010. Whiskey 13%
Rum 11%
6%
Liqueur 5%
Tequila 5%
Brandy 3%
100%
Gin
Mi xers

Total

Tequila is growing in popularity in More than 1300 Tequila Brands made by
the U.S and the mexican market is too 154 destilleries.
saturated. It is actually better to export the Jose Cuervo dominates 27% of market,
product and sell it in the U.S. Sauza 14% and Patron 15%.

COMPETITION MARKET STRUCTURE

Taste Under $20
El Jimador Blanco
$30 $45 Jose Cuervo Clasico Silver Los Angeles
Juarez Silver New York
$20 Price Margaritaville White Chicago
$17 Puerto Vallarta Blanco Miami
Sauza Silver

$20-30
1800 Select Silver
1921 Tequila Blanco
Cazadores Blanco
Corazon Blanco
Corralejo Blanco
Dos Manos Blanco
Herradura Blanco
Milagro Silver
Sauza Tres Generaciones Plata

Value
Premium $
Super Premium $$
Ultra Premium $$$

|BRAND

SEMANTICS BRAND IMAGE MISSION

Traditional “The tradition of enjoying a good tequila
Shared with the ones you care will always
Universal bring new stories that will transcend for
Immortal generations. Azuara tequila is a proud
Memorable example of an experience that can only
Pure originate in Mexico. We want to share
Transcendental this experience with other families and
all our friends. We want our traditions
PRODUCT LINE OTHER’S IMAGE and roots to be a gift to the world”.

Azuara Tequila will have a product line APPROACH
of Tequila Blanco, Reposado, Anejo and
Extra Anejo. Ultra Premium Tequila at a more
affordable quality will bring Tequila the
reputation it deserves

|LOGO NAME

tequila Azuara is a short name
with mexican roots and
blanco it was not being used by
someone else.
100% AGAVE
FONT

Ornamental Versals
gives a sense of
tradition and history.

COLOR

Nothing more elegant
than contrasting black
and white.

|IDEATION

How to stand out from the rest?

When visiting a bar, I noticed there was too many bottles,
how would my bottle stand out from the rest? Comparing
the bottles to people walking in a crowded street like New
York, I realized that we dress and wear certain things to stand
out from the rest.

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|PROTOTYPING

Glass Blown 3D Print

Lost Wax Clear Resin

|PACKAGING









Trend-savy and tantalizingly beautiful, the luxurious
American woman sets off on a relaxing journey across
the ocean, adding sleek, sophisticated accents to her

iconic style.



|RESEARCH AND INSPIRATION

OUTGOING
TRENDY
SEXY
SPORTY
VIBRANT
CONFIDENT
GLAMOROUS

|IDEATION

Over 240 Sketches

21

|3D MODELING

Over 24 3D
Modeled watches
with variations.
(Rhino / KeyShot)

|FINAL COLLECTION

23

|PROTOTYPING