Jaljeera Tequila

Integrated Award — Brand Identity, New Brand

PRIYA SHUKLE STUDENT RGD

Calgary, Alberta, Canada

Jaljeera Tequila is a conceptual brand that was designed to bring culturally rooted adult beverages into Indian-Canadian party spaces while matching the energy and vibrancy of cultural celebrations. The brand was created in response to a branding project at Alberta University of the Arts, where students were asked to resolve a new name and product from scratch in the beer, wine or spirits category and create labelling, packaging and a distinguishable brand presence for three offerings.

The product delivers a sensory experience through vivid colours, expressive typography, intricate patterns and tiffin-inspired multi-level packaging with boondi (spiced snacks) stored in the bottom level for interactive cocktail mixing. Each element was carefully considered to reflect cultural traditions in contemporary ways, even down to the braided neck-tag. As a result, Jaljeera Tequila addressed the need for a product that won’t fade into the background amongst the colour and energy of an Indian celebration, while connecting with its audience through culture.