Don Julio Real Real, was designed with the purpose of giving a new appeal to Tequila® for Don Julio® in order to bring out a new understanding of identity, to target a luxury class in the market; because people that usually buy luxury tequila knows what they want, and usually they share this exquisite beverage with friends,so showing the packaging is part of their rituals, which lead me to find the converging point between packaging and jewelry.
This project took in consideration that for repositioning Don Julio real in alignment with the real consumers: adults and elderlies of 45 – 70 years old, high class, people well informed about what the process and semiotics are behind the Tequila.
Tequila has represented not just a delicious Mexican beverage, its fine distilled juice obtained by the extraction process from the heart of the uniqueness blue agave plants grown in Mexico, give an international recognition of traditions and experience.
