How do you bring together two epic brands like Herradura Tequila and the LA Dodgers? With lots of color, fireworks, neon lights, and baseball touches. We started out designing a key visual that would communicate Herradura's new partnership with the Dodgers. We brought in key elements from each brand: such as the horseshoe and bottle from Herradura and the photography of Dodger stadium as well as baseball elements such as the fireworks you would see at the end of a game. This key visual also had to be versatile and easily understood in various settings: whether you were going up to order a drink at a Dodgers game or browsing your local liquor store and searching for a new tequila to purchase. I think we knocked it out of the park.
Our key visual.
Our in-store display features the horseshoe and bottle from our key visual, as well as fireworks that are done in neon lights to really make the display pop. The cases stack neatly on top of a floor decal that features a baseball mound and home plate with our Herradura x Dodgers logo lockup. Additional horseshoe floor decals are used as wayfinding throughout the store to lead customers to the display.
We also created some in-store POP such as this table tent featuring a recipe for a classic Dodgerita.
Merchandise was created to promote the partnership as well. This merch is intended to be worn by employees working at Dodger stadium as well as by sales associates at liquor stores. We decided to recreate a classic baseball tee in both Herradura and LA Dodgers brand colors. The number 22 is used to indicate the year this partnership launched, and our logo lockup is on the back.
We also created a classic baseball hat featuring a customized Herradura 2022 patch. Patches have been an iconic part of baseball history for decades and are often created to commemorate a special event.
Associate Creative Director: Frances Ward, Senior Art Director: Rachel Maniscalco, Copywriter: Will Weible.