Ahora Tequila Seltzer
/ Overview
Shifting the stereotypical hard seltzer category into a premium, street-culture icon.
Group Design Director: Michael Ceraulo
Designers: Phil Wood, Andres Lombardo, Thao Le
Campaign Art Direction/Copy: Phil Wood, Ben Klassman
Production House: Rise New York
The Setup
We partnered with Constellation Brands to launch Ahora, a premium tequila seltzer. Moving away from generic "wellness" and “fraternity” tropes, we repositioned the brand as a sophisticated, culturally-rooted choice for the modern city dweller.
The Objective
The brand came to us with a muted, suburban identity from a previous agency. Nothing about it felt urban or punchy enough for the streets. We needed to bridge Mexican heritage and urban street culture through high-impact visuals and a limited-market launch strategy.
We worked through a wide range of directions, from pure heritage to pure streetwear. What landed was a classic bold, blocky serif logotype paired with a streetwear-inspired palette. Heritage in the type, streetwear in the color.
We extended the system across packaging, from pallet shippers to variety packs. The brand looked as good in hand as it did on shelf.
Big things have small beginnings, sir
Without a live-action budget, we built a 3D direction that merged abstract art with heightened realism. Desert-scape motifs from the agave fields layered with "Summer in the City" icons (bicycles, beach balls, lounge chairs), building a visual world authentic to the liquid's source but familiar to the Chicago streets.
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This narrative was extended through street-level experiential moments, including a Rolling Loud installation and influencer kits featuring custom branded sneakers.
Ahora Tequila Seltzer
First Year Growth
Major Markets Expanded
Minority Demographic Consideration