With the market demand of Tequila growing globally, a relatively new market has opened up in Australia for Agave spirits and liqueurs, also made using the Blue Agave plant. In vast areas of Australia, the warm, temperate climate has perfect growing conditions for the production of this crop. Due to climate change and global warming, many producers are starting to rethink the future growth for the next generation, particularly wine growers in the warmer regions of the country.

Agave Spirit is a little unknown segment to many Australian consumers so our strategy was to create a brand story with a nod to a Mexican aesthetic, to help communicate what the offer is. Studio Guild developed the brand name ‘Blazing Pina’, which visually tells the story of the ancient Agave firing process before steeping and distilling. ‘Pina’ (pineapple) is the name given to the core of the Agave plant once harvested and ready for cooking. Our strategy was to create an energetic, artisan and gender neutral brand.  

Adding further detail to the story, the chosen label stock is called ‘Aged Agave’. Its earthy and fibrous appearance matches perfectly with the artisan style of the illustration, highlighting any natural imperfections. Working with the natural fibres of the stock we have used colour, highlights of foil, gloss and matt varnish. The imperfections of the stunning Estal textural bottle completes the earthiness of the overall brand story and plays with the natural imperfections giving the brand individual nuancing – just like a limited edition artwork. The offer is beautifully accented with a neck seal reflecting the pattern of the harvested Agave plant. 

Blazing Pina is part of the ‘Find my Flavour’ series Studio Guild created for a leading printable materials distributor, Ball & Doggett. The outcome needed to inspire and engage agencies,
studios, creatives and brand owners working within the drinks industry about the capability of the label facestock. In such an over-crowded market, we embraced the opportunity to think outside the box, educating brand owners on the positive impact this can have on consumer engagement –
be brave or stand still!