Don Chiku: A Bold Statement in Tequila Packaging Design

ShumiLoveDesign's Award-Winning Blend of Mexican Tradition and Modern Aesthetics

ShumiLoveDesign's inspiration for the Don Chiku packaging design stemmed from the distinctive Mexican graphic style associated with the Dias de los Muertos, or Day of the Dead. The design incorporates additional elements that establish a clear connection to Mexico, creating a packaging design that communicates the product's origin in a direct and obvious way.

The standout graphic element of the label is a stylized image of a skull in a sombrero hat with two guns, reminiscent of Mexican Day of the Dead illustrations. This image encapsulates the tough spirit that consumers seek when enjoying this tequila. The brand name is also visually emphasized and centrally placed on the label for better product identification.

The design was realized using special paper with tactile varnish embossing, adding a unique touch to the overall packaging. The label dimensions are 76 mm x 118 mm, providing ample space for the striking graphics and brand name.

The design process, which took place from August 2014 to February 2015 in Moldova, involved extensive research into Mexican culture. The goal was to find a way to link the product to Mexico, and the agency's specialists explored the country's visual aspects to incorporate them into a viable design.

ShumiLoveDesign faced creative and technical challenges in creating a design that considered the special attitude towards tequila, especially among the target audience. Tequila is a drink for those who desire vivid experiences and tickling emotions, a drink for the bold and brave. With this perception in mind, the agency created a design concept based on the style of the Mexican death cult and its recognizable aesthetics.

The Don Chiku packaging design by ShumiLoveDesign is a testament to the power of cultural inspiration in design. It's a bold, daring design that speaks directly to the target audience, embodying the spirit of tequila and the vibrant culture of Mexico. This design was awarded the Golden A' Packaging Design Award in 2017, a prestigious accolade granted to outstanding, trendsetting creations that significantly impact the world with their desirable characteristics.