Volcán De Mi Tierra — Brand Creation & Identity

Welcoming the first tequila brand to Moët-Hennessy’s iconic House of Wines and Spirits.

Role: Lead Brand Strategist
Agency: SID LEE

Ask

Create the first tequila brand within the iconic Moet-Hennessy portfolio, setting the bar for ultra-premium spirits across the USA and Mexico.

Challenge

Though tequila is a cultural emblem of the Jalisco state of Mexico, the spirit has yet to garner the same respect from the rest of the world. Even the most sophisticated of spirit enthusiasts tend to see tequila for what it was in their past: wild nights, spring break, and painful hangovers. 

Research Approach

To create an elevated tequila that matches the unrivaled sophistication of Moët-Hennessy drinkers, we took to the sunny haciendas outside of Guadalajara and embarked on a series of exploratory and descriptive consumer panel surveys, product, trade, and category research. In doing so, we became privileged witnesses of Mexico's creative renaissance -- on and off the agave fields. 

Strategic Positioning

Naturally (just like the way we cultivate our blue agave at the foot of the Volcano), our palate and gut led us to position Volcán de mi Tierra as a metaphor for Mexico’s modern spirit, where future-facing optimists and time-honoured processes come as one to mark the rebirth of tequila. This very renaissance is manifested in the blending of agave from the lowlands and the highlands, as well as the distillation of this revolutionary liquid in age-old Hennessy barrels.

Creative Solution

Volcán's brand identity has arguably been 100,000 years in the making, born from Moet-Hennessy’s legacy of elegant sophistication and Mexico’s unrelenting optimism. Together, they’ve allowed us to share and capture the otherwise untold story of our land, process, harvest, and taste, taking shape in the forms of a stunning brand book along with a fully-responsive, mobile-first launch website and accompanying social content.

Fun Fact 🥃

Volcán de mi Tierra's website may have the most beautiful digital age gate in the world.