Stage Seven
The Challenge
To break through a saturated industry without the celebrity, gimmicks, and free-range agave jargon. The goal for Stage Seven Tequila, is to approach the consumer on an emotional level that connects the brand to the audience in an effortless way.
The Scope
To build an industry leading, consumer facing brand that speaks on a conversational level to their audience segments. A casually good tequila with a casual attitude, and genuine persona. A full brand was needed, including voice, strategy, digital, packaging, and media for a thorough approach to the world.
Designed while at Agency squid
The Solution
Stage 7 Tequila looks at the spirits industry a little differently. It’s okay if the consumer drinks other tequilas, we applaud you, we just want to be invited to the shelf. We built a consumer facing brand that speaks on a conversational and emotional level. By establishing a brand foundation with an empathetic attitude towards the highs and lows of life, we’ve created an emotional understanding between the brand and the people.
The Brand
Strategy
A “come as you are” brand that is fluid in approach. We removed the bullshit from Stage Seven and gave the brand an honest and transparent voice that the consumer so desperately needs. By building connection points through messaging, we created a system that is not only emotionally understanding of people’s trial and tribulations—bridging brand and human—but we also created a platform in which Stage Seven will celebrate with the consumer for what they’ve overcome.
Identity
Abstract and artistic illustrations were utilized to help tell the story of Stage Seven. Balanced with a perfectly-imperfect logo system and an impressionable care-free voice, the visual foundations created multi-level ways to connect to their audience and to stand out from other well-branded tequilas on the shelf.
Everybody has a story to tell, everybody has gone through good and bad, and everybody deserves to revel in the seventh stage. Through playful, and abstract illustrations, perfectly-imperfect typography, and an outlaw spirit, Stage Seven is a bar staple without the pompousness, gimmicky campaign, or celebrity endorsement. It’s just good tequila.
Credits:
Account Director: Brent Marmo
Strategic Planning Director: Miles Marmo
Creative Director and Lead Designer: Tanya Jacobson
Designer: Braden Schlegel