Differentiation. It’s not an uncommon theme when discussing brand design. How do you stand out among the myriad of brands competing for attention on shelf? For many brands within the spirits category, the goal of achieving differentiation is a top priority. Yet, at the same time, there are very clear visual codes that help consumers navigate the shelves of vodka, tequila, rum and whiskey. Brands must weigh the need for code-breaking design that delivers differentiation against the benefit of the highly telegraphic category vernacular.
In 2014, 46 new tequila brands were launched in the U.S., according to global market research provider Mintel. In this highly competitive landscape, the need for a “stand out” design is paramount, and it is especially poignant for small, start-up brands, where the package is often the only form of consumer communication for the brand. Nikhil Bahadur, co-founder of Blue Nectar Tequila is keenly aware of the need for new spirits brands to enter the market with not only great liquid and a differentiated package design but also a genuine brand story that succinctly communicates a relevant point of difference. In 2011, Nikhil, along with his father BN, started Blue Nectar Tequila with a simple desire to create something different within the tequila category.