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New Logo and Packaging for Tequila 512 by The Butler Bros
 

before

after

Noted Oct. 12, 2016 by Armin

Industry / Consumer products Tags /

About

(Est. 2012) “Austin-based Tequila 512 is made with volcanic spring water and the finest estate grown blue agave in the central lowlands outside the village of Tequila, Jalisco, Mexico. The tequila is triple distilled and filtered for 24 hours, which helps to smooth and mellow the flavor. An oxygenation process is used to enhance the texture, creating a soft, velvety feel. In 2015, Tequila 512 Blanco received a double gold medal and the highly coveted “Best in Show” award at the renowned San Francisco World Spirits Competition - officially labeling it the Best Tequila in the World.”

Design by

The Butler Bros (Austin, TX)

Related links

The Butler Bros project page

Relevant quote
We learned that the the tequila was made with volcanic spring water, something we’d never seen a tequila brand highlight. And we were inspired by the hand-painted wall signs that we saw throughout Jalisco, a craft that both Austin and Mexico share appreciation for. When it was time for identity and bottle design, we riffed on the hand-painted style and brought the volcanic spring water story to life, creating the “agave-cano” icon.

The Butler Bros project page

Images (opinion after)
New Logo and Packaging for Tequila 512 by The Butler Bros
Logo.
New Logo and Packaging for Tequila 512 by The Butler Bros
Icons.
New Logo and Packaging for Tequila 512 by The Butler Bros
Bottle, before and after.
New Logo and Packaging for Tequila 512 by The Butler Bros
Bottle.
New Logo and Packaging for Tequila 512 by The Butler Bros
Blanco, Reposado, and Añejo varieties.
New Logo and Packaging for Tequila 512 by The Butler Bros
Bottle on location.
New Logo and Packaging for Tequila 512 by The Butler Bros
Cases.
Opinion

It's a good thing this tequila is judged for its tequila-ness and not its old look because that old logo would get it disqualified on sight. Featuring a posterized version of Austin's capitol building, fronted by a faux engraving of an agave, fronted by a cheap script, on top of a swirly "512" (our area code), and on top of whatever that font was saying "100% de Agave". All in all, a hot green-and-gray mess. The new logo keeps things simple with a very nice and grungy "TEQUILA" lettering that flows neatly on an arch over a big, bold "512". It keeps the focus on the name and allows the bottle to carry some of the additional iconography, including a volcano erupting into an agave plant because yes. The yellow strip that runs along the bottle makes for a striking element and helps anchor all the rough-hewn text. Overall, this does manage to capture the specific lettering style of the sign-painting aesthetic found in Mexico while balancing it with a crisp, minimal layout and the chill vibe of Austin.

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