Sam’s Club introduces its first premium private brand tequila, Calle Azul. The 100 percent agave anejo tequila is produced by Mexican tequila master Rodolfo Gonzalez using his family's 125-year-old distilling process. Inspired by Mexico’s enduring culture, passion and history, the design balances the best of old and new for the country. The bottle features a modern font that conveys a contemporary feel and an expressive sun that represents Mexican heritage and its central role in nurturing agave. “The sun’s presence has inherently mysterious qualities, similar to those associated with tequila, and is further enhanced by the dark blue, almost black color palette chosen,” says Marcus Hewitt, chief creative officer of the New York office of Dragon Rouge.

December 2010

Package design
Dragon Rouge,