• by Fern Siegel , Yesterday

PATRÓN has announced a big change — not in its premium tequila, but in its visual identity.

The brand just debuted a new bottle and its first package redesign in 36 years.

Sevaire is the creative agency responsible for the distinct branding. The blueprint was to honor its history, while reflecting its commitment to sustainability. 

The logo features PATRÓN's bee emblem with a new luxe gold finish. The bottle design, inspired by the piña, pays tribute to the agave and the company's dedication to its craft. The original PATRÓN ribbon has been replaced with filigree details to suggest Mexican luxury and a nod to the traditional filigree inspired by the architecture of the brand’s distillery. Finally, a new white debossed box retains the brand's colors, but adds a QR code to signature cocktails.

The side of the bottle displays master distiller David Rodriguez’s signature alongside the statement: “Handcrafted with Agave, Water and Time.”

Sébastien Ehret, CEO-Partner, Servaire & Co, told Agency Daily: “With this project, we recognized PATRÓN Tequila’s nearly 40-year history and worked to ensure the updated design elements showcased a perfect balance of simplicity, perfection and sophistication, all pointing to the brand’s leadership in the super-premium tequila category.

“We drew inspiration from the natural world of Mexico, specifically the agave piña, since 100% Blue Weber Agave is at the heart of everything PATRÓN does. This redesign not only upholds the brand’s legacy with a timeless look, but also significantly improves the bottle's carbon footprint.”

PATRÓN is part of Bacardi Limited. Its core portfolio includes Silver, Resposado, Añejo and Extra Añejo.

Sevaire has done branding work for Johnnie Walker, Goutal and Cointreau.