How do you convince consumers that your tequila is authentically Mexican and not an Americanized version of what the South of the Border drink is all about? Skip the piñatas, the sombreros and all the hokey souvenir-type imagery for starters.

For the reintroduction of its product in the United States after an absence of several years, Espolon Tequila wrapped its brand in the rich traditions, history, festivities and artistic style of the Mexican culture. Spearheaded by Landor, the rebranding program was inspired by the engravings of renowned 19th century artist Jose Guadalupe Posada, whose skeleton people are best associated with the Dia de los Muertos (Day of the Dead) celebrations. Finely drawn illustrations by Steven Noble pay homage to Posada’s style and incorporate iconography reflecting the legends and lore of Mexico.

The release of Espolon Tequila in the U.S. coincided with the 200th anniversary of Mexico’s independence from Spain, and the images for the label as well as retail signage, advertising, point-of-purchase promotions, etc., celebrated “independencia.” The label images illustrate the fictitious journey of Guadalupe and Rosarita, with their inspirational companion Ramon the Rooster, the symbol of national pride, in their struggle for Mexican independence. The sophisticated design sidesteps superficial stereotypes and implies that like the imagery, the product represents the real Mexico.