Dos Banderas : Brand Strategy

Dos Banderas has crafted and ushered in the finest sangrita available, to the US Market. Sangrita, a traditional companion to tequila in Mexico, is little known in the States, and often confused with sangria, another speciality drink appearing in similar venues. With a passion to introduce tequila connoisseurs to the pleasure and ritual of drinking sangrita, Dos Banderas aims to globalize this exotic and delicious beverage.

The challenge for Dos Banderas and KA+A was to establish a distinctive brand strategy and visual identity for the fledgling brand prior to its launch in the United States. Additionally, Dos Banderas was attempting to educate US tequila drinkers about a "new way" to enjoy their favorite libations - requiring a brand strategy that would encouraged experimentation.

KA+A quickly set to work to establish a compelling brand strategy for Dos Banderas' sangrita. We discerned that the appeal, the attraction of sangrita, was in the ritual of its consumption. Drinking sangrita is a rich experience, steeped in the tradition and mystery of old Mexico. Capitalizing on this theme, KA+A drew it into all aspects of the design process, including: the shape of the bottle, label design, promotional materials, and the web presence.

Dos Banderas and KA+A worked alongside one another through every phase of the project. Thanks to the experience designers at KA+A, Dos Banderas is now able to leverage its unique identity and a sequenced launch plan to usher its product entrant into the marketplace.