A laboratory-inspired design language transformed Dobel’s pioneering production process into a premium brand world, revealing the craft, innovation and individuality behind each expression across retail and on-trade experiences.
Dobel
Redefining value from sub-premium to luxury status
Brand Identity - GTR/On-trade
Brief
High-quality Tequila undergoes the same rigour of provenance and production as luxury single malt Scottish whisky, yet it is not generally perceived as such by consumers.
Our task was to create a design language for Dobel at GTR and on-trade that would shift perception for the brand, and the Tequila category in general, allowing it to compete with the the very best high-value brands from across the broader spirits category.
Big Idea
We identified that Dobel’s unique and rigorous production process was setting it apart from competitors. The creative response to our insight was the development of a laboratory design language, exemplifying the character and backstory of each product within the portfolio.
Result
The new design language was further developed into a set of global guidelines & toolkits for GTR and on-trade to support local markets, including the development of retail furniture touchpoints and barware.
- Creative, Design & Spatial Strategy
- Brand Identity & 3D Design Language
- Concept Design & development
- Global Guidelines & Toolkits
