Deleón Tequila is a brand that represents luxury, seduction and edginess. The concept for the launch campaign underwent various rounds that explored visual ways to symbolize the characteristics of this high-end brand.
The first concept, “Access Granted,” is inspired by mythological sirens. The song of the sirens was irresistible to men passing, even though they were dangerous creatures. The layouts incorporate metallic women that represent the seductive sirens, entrancing anyone who goes near. They embody the cap which signifies the world of Deleón. The tagline “The Devil is in the details” expresses the excitement that is found in danger.
The second concept incorporate a snake to symbolize temptation in reference to the biblical story of Adam and Eve. Like the brand, the snake is beautiful and elegant but also evokes a sense of danger and edginess. The tagline challenges the consumer to try and resist, insinuating that it is impossible to not indulge in the temptation.