Client: Constellation Brands

Constellation Brands hired Sandstrom Partners to create a tequila brand that connects with Millennials at a good price point for cocktails and margaritas.

Our strategy was to celebrate how Mexican Millennials are changing their world, including making a new tequila. They’re not looking to “El Norte” to define themselves, but are creating a unique culture, rooted in authentic Mexican heritage, unbound by the constraints of tradition. 

The name, Mi Campo (“my field”), honors the new aesthetic being created by Mexican Millenials. The brand design—from packaging to point-of-sale—features Mexican Millennial artisans for illustration, cocktail creation, and storytelling.

The label illustration, by Mexico City artist Raul Urias, combines a modern assemblage of classic Mexican and tequila making themes. Cocktails were designed by world-renowned mixologist Yamil Arias. And our brand world showcases how Mexican Millennials are driving new ideas in food, music, and other fields.

And just in case it’s not clear Mi Campo was designed for cocktails, the shoulders and neck of the bottle bear a close resemblance to an upside-down margarita glass. ¡Salud!