Strategic brand and packaging design agency Bulletproof has created new limited-edition packaging for high-octane South American Tequila brand Olmeca to celebrate the brand’s collaboration with Dutch DJ sensation Nicky Romero. The agency was appointed by brand owner Pernod Ricard, following a three-way pitch in January 2015.

Since 2010, Olmeca has focused on the EDM (electronic dance music) scene with a series of campaigns and activations featuring world-renowned names in the industry, e.g. Alesso and Steve Aoki. In its latest campaign, Olmeca has partnered with celebrated DJ and music producer Nicky Romero, and Bulletproof was tasked with creating limited-edition secondary packaging for the South African off-trade market, which would unite both brands on pack while clearly reinforcing Olmeca’s brand equities.

Commenting on the project, Bulletproof New York, Vice President of Design says: “As an (adult) lifelong fan of dance music and DJ culture, it was a privilege to lead an equally passionate team on the creation of this limited-edition collaboration between Nicky Romero and Olmeca. We conducted Brand Safaris around the clubbing meccas of New York and London in order to better understand the emerging visual trends of the ever-changing and vibrant global EDM scene. Ultimately, we created a design system, which is sleek yet, evocative of the bombastic and kinetic energy of a big night out. We hope that the Olmeca team and Nicky himself are as proud of the design as the Bulletproof team are!”

Olmeca trade marketing manager Mayte Soberon says: “I’ve really enjoyed working with Bulletproof, particularly how they really got what we needed and how they addressed the brief. With this limited-edition we are illustrating the collaboration between Olmeca Tequila and Nicky Romero showing the essence of the Olmeca brand. It’s an impactful canister that will help build visibility and attract consumer’s attention in the off-trade.”