Who doesn’t love a good drink and a couple of laughs? With this week’s Design 2022 Annual entries, Turner Duckworth takes tequila to smooth new heights, and Howard+Revis Design shows the funny side of a very serious job.
Founded in the 1990s and with headquarters in London, England, Turner Duckworth has always stood in defiance of the normal and the predictable, which is the backbone of the company’s guiding principle, “Love the Unmistakable”. Their work is simple, playful, and inherently social, tackling big brands like McDonald’s, Coca-Cola, and Little Caesar’s Pizza with their genius advertising, product design, and packaging. Their latest assignment was to breathe new life into the packaging and visual identity for Beam Suntory, an alcoholic beverage company, and their Tres Generaciones tequila, which Beam Suntory wanted to establish in the increasingly competitive tequila market.
Turner Duckworth designer Jared Britton created the final design, balancing the need for modernity with a 150-year family heritage. At the heart of the “Tres Generaciones packaging and VIS” (above) redesign is the three stripes icon and its transition from rough to smooth. Holding a dual meaning, it represents not only the journey of the three generations of Sauza leaders as they perfected their tequila over time but also the extra third distillation step in the production of Tres, which results in a more refined finish. Its prominent position and scale create drama, intrigue, and standout amongst the competition. The glass structure and brand color palette were inspired by the original green decanters first used to launch the brand, resulting in a bottle that disrupts the traditional tequila shelf.
