From Organic Seltzer to Premium Tequila
Authentico Organic Tequila
With the runaway success of their Organic Seltzers, parent company Freshie was eager to partner with Affinity Creative once again for the launch of their next great endeavor: Authentico Organic Tequila. This new product launch would take Freshie into the world of premium liquor, positioning them as the go-to offering for timeless, fully organic, premium tequila.
STRIKING A BALANCE
Melding Freshie’s Playful Brand with a New, Premium Image
Tying Authentico Organic Tequila to Freshie’s brand - already synonymous with clean, organic, and tequila-driven beverages - was an important aspect of this new launch. But providing enough distance to ensure that Authentico could hold its own in the competitive, premium tequila space was equally crucial. Affinity Creative embraced this challenge, developing timeless and clean craft packaging with a nod to Freshie’s colorful logo that provides the perfect balance of connectedness and separation.
THE JOURNEY
Timeless, Premium, Organic
To develop the perfect packaging for Authentico Organic Tequila, Affinity Creative undertook an exploration that included a wide range of layouts, colors and logos. Every iteration came back to the same important theme: Authentico’s packaging needed to portray that it was timeless, premium, and fully organic. During this exploration, the relationship between Freshie and Authentico continued to be an important consideration. Authentico needed to stand on its own and maintain distance from the more playful seltzers that Freshie had become known for, while still anchoring itself to the Freshie brand, one that was now known for clean, organic offerings.
AUTHENTICO ORGANIC TEQUILA ENTERS THE MARKET
The Perfect Balance of Premium and Freshie
Through an extensive exploration process, Affinity Creative & Freshie agreed on an important conclusion: Authentico Organic Tequila needed further separation from Freshie than had been originally anticipated. Authentico’s premium placement was too important and there needed to be no question that this new product offering differed from Freshie’s signature Organic Seltzers. Affinity Creative’s solution brought the entire project together. While Freshie’s logo was removed from the packaging, a rainbow branding treatment was placed at the bottom of the label using the same colors and order as the Freshie logo. The result was packaging that is simple, clean, and unquestionably premium - perfect for Authentico Organic Tequila’s showstopping market debut.
