El Condor Design System

Founded in 1933, Baltimore’s Montebello Brands focuses on innovative spirits at an accessible price point. The growth of the Tequila and ready-to-drink categories inspired Montebello’s latest endeavor – El Condor. The ready-to-drink flavored margaritas and coffee cocktail needed to stand out on shelf to compete at a value price point while reflecting the Mexican influence of the Tequila-based cocktails. The design system needed to be flexible enough to use on a variety of sizes – from 200ml to 1.75L. We developed a label design system utilizing custom illustrations and a condor icon combined with hand-drawn typography reminiscent of rótulo: hand painted signs seen on small businesses throughout Mexico. The flavor-driven designs are eye-catching and engaging, using color to reflect the flavor notes of each cocktail. The Montebello Brands logo is used on the neck labels to reinforce the master brand across the El Condor offerings as well as the larger portfolio of Montebello Brands products.

From the original award submission.