AnthonyCSmith

Sauza approached us to establish a mother brand for its tequila based products. I created a brand identity and look and feel for the new mother brand ‘Casa Sauza’ (the house of sauza).

Following the creation of Casa Sauza, I developed guidelines to enable the brand to be used consistently, but used in two very different ways.

A mother brand look and feel was developed that encompassed the Casa Sauza USP. Sub-brands used this look and feel in a subtle way to maintain the mother brand equity but also allowing space for their own individual brand identity.

Designed at Purple Creative

Sauza Tequila wanted a new Identity and branding system to bring balance to an overly complex portfolio of brands.

Sauza Tequila is made up of five separate brands and a total of 20 tequila variants, all with different bottles and identities, this led to a disjointed brand look and feel.

Inspired by their pioneering fresh pressed process, (Sauza are the only tequila house to press their agave piñas rather than cook them) we pressed the colour of each sauza variant to create our flexible umbrella brand identity. We called our new brand Casa Sauza, literally meaning ‘the house of Sauza’, both to put all their brands underneath one identity but also to portray their unique family provenance.

Their iconic El Gallo rooster was redrawn to make it more confident and contemporary, which was paired with a contemporary typeface to work with their existing brands.

www.casasauza.com
Designed at Purple Creative