Candid
Astral Tequila, an existing tequila brand was recently bought out, and relaunched entirely. To promote and celebrate the relaunch of the high- end tequila brand, Astral hosted a pop up bar event. I felt that there were missed opportunities in representing the brand’s mission and vision statement, as well as appropriately appealing to the primary audience. I redesigned the event to realign the brand with its intended audiences and initial vision and mission.
OBJECTIVES
Create an event based on a dynamic brand extrapolated from a pre-existing brand or event
Create 3-7 Touchpoints
Create an alternative logo for an event
Create a complete brand identity book
TOOLS
Photoshop
Adobe Illustrator
Adobe InDesign
The Event.
Come on in.
Attendees will be greeted at the door of the pop-up bar with an oversized archway entrance, with additional signage to describe the events within the pop-up bar. Next, attendees will be guided to an astrological sign reading at the “Zodiac Reading” booth. They will choose from three card decks: Astrological Sign, Sign Type, and Sign Modality. On the back of each card is an ingredient for a drink recipe. Users will then go to “The Apothecary” to mix their drinks using the bottles with labels corresponding to their cards.
Let’s read.
Next, attendees will be guided to an astrological sign reading at the “Zodiac Reading” booth. They will choose from three card decks: Astrological Sign, Sign Type, and Sign Modality. On the back of each card is an ingredient for a drink recipe. Users will then go to “The Apothecary” to mix their drinks using the bottles with labels corresponding to their cards.
Pics or it didn’t happen.
Once they mix their drink, they can enjoy a photo op, with branded signage, a custom display shelf, and funky furniture. On their way out, they can take home a bottle of tequila with the alternate label and a branded tote bag.
Laying the groundwork: Preliminary Development
The existing story revolves around how a simple bottle of tequila connects you both to the earth the agave was harvested from, and those around you.
Mission Statement
We believe in using our tequila to enhance the cyclical flow of good energy that resides within the sun and the stars used to nourish our sustainable agave. Every time you open a bottle of Astral Tequila, that vibrancy from the sun and stars is released anew. It flows out into a salt-rimmed glass, into the spaces between us, and this vibrancy warms everyone in its orbit.
Vision Statement
We envision a world where our tequila allows users to connect with each other and the earth. We also recognize that connections go far beyond drinks at the table, which is why we’re giving back to the community through our sustainability initiative where we upcycle our spent agave fibers to make bricks that will be used to create new places for people to gather in local communities in Mexico. That’s what Astral Tequila is all about, brightening connections.
Brand History
In 2020, Diageo Beverage Company acquired Astral Tequila’s parent brand, Davos Brand. Astral underwent a complete product and brand relaunch under its new ownership focusing on sustainability and astrology. The brand formed a partnership with famed astrologer Aliza Kelly, who aided in creative direction as well as recipe development.
Existing brand and marketing imagery
The Existing Experience
To celebrate and relaunch the Astral Tequila Brand amongst its buy out, Astral organized a promotional pop up bar which was intended to bring awareness to the new product as well as brand look and feel. At the event, there was information and marketing materials related to Astral’s promotional airbnb experience in Joshua Tree: House of Astral.
Areas of missed connection when telling the brand story
There were no calls to the new travel experience graphically
Graphics did not feel dynamic and refreshed, nor did they reflect any brand story told in the mission & vision
The only physical installation was a custom bar made of bricks which called for the brand’s sustainability initiative where they donate agave fibers to create bricks for the development of a small town in Mexico
The Refresh: Logo Redesign
COLOR ANALYSIS
Color contrast is strong, however, the shade of blue is too saturated, and does not reflect the natural/ organic feel of the brand.
TYPOGRAPHY
The typeface is not very readable. The ligatures of the typeface do not feel high-end and disrupt the overall readability.
HIERARCHY
The hierarchy between the name feels distorted and unbalanced. There is too much separation, and the overall shape is odd.
The intricate typeface paired with the varying line lengths and directions is visually confusing and does not allow for visual flow. The shape of the logo is very awkward, and the colors and illustrations do not feel high-end and sleek.
OVERALL ASSESSMENT
Event Proposal
My goal is to create an identity where there is an enhanced sense of the brand story. By aligning the brand elements with marketing elements, the relaunched product will communicate the refreshed brand story and reflect the brand experience.
Brand Applications
Experiential Entrance
Signage & Wayfinding for Event
Self tarot/astrology reading: astrology cards,
informational posters & Signage Recipe Cards
Apothecary Labels
Menu Cards
Branded Photo Op Arch
Clothing/ Merchandise
Moodboard
Because the Astral brand story focuses on how the earth enriches the agave, which we harvest & consume, only to enrich each other with emotional connection as we share the product, I took a lot of my inspiration from natural elements. I studied different natural rock formations- the way they frame the desert sun as it sets, the vast night sky over a desolate landscape, and the modes in which we find spiritual connection or calling. To bring a sort of astrological or spiritual aspect to my designs, I studied typography and motifs from tarot cards and astrology cards.
Hand Sketches
There are three main components I wanted to highlight in my logo mark: The Sun, Natural/ Spiritual Element, and Agave or “A”
The Sun is rooted into the ground, similar to the agave plant
Imagery inspired by Tarot or astrology cards
Creating a symbol that represents “A”
Digitized Sketches
Refined further…
Primary Logo
Event Description
Come on in.
Attendees will be greeted at the door of the pop-up bar with an oversized archway entrance, with additional signage to describe the events within the pop-up bar. Next, attendees will be guided to an astrological sign reading at the “Zodiac Reading” booth. They will choose from three card decks: Astrological Sign, Sign Type, and Sign Modality. On the back of each card is an ingredient for a drink recipe. Users will then go to “The Apothecary” to mix their drinks using the bottles with labels corresponding to their cards.
Let’s read.
Next, attendees will be guided to an astrological sign reading at the “Zodiac Reading” booth. They will choose from three card decks: Astrological Sign, Sign Type, and Sign Modality. On the back of each card is an ingredient for a drink recipe. Users will then go to “The Apothecary” to mix their drinks using the bottles with labels corresponding to their cards.
Pics or it didn’t happen.
Once they mix their drink, they can enjoy a photo op, with branded signage, a custom display shelf, and funky furniture. On their way out, they can take home a bottle of tequila with the alternate label and a branded tote bag.
Touchpoint 02
First bar station with overhead signage and directional signage instructing participants on how to complete their zodiac readings in order to mix their astral cocktails
Touchpoint 03
Three Decks of Cards to complete your astrology reading: Deck One is the Zodiac Deck, Deck Two is your Sign Type, Deck Three is your sign modality
Touchpoint 04
Drink Labels that correlate with the imagery on a participants cards so they can mix their correlating drink as specified. Themed bottle labels can also be purchased as a special memento of the event
Touchpoint 05
Branded Photo Op where participants can take photos for socials. Feature includes custom shelving, neon signage, and branded furniture
Touchpoint 06
As participants are leaving the event, that can take home a branded tote bag with graphics that can be seen throughout the event
