Colour brings the flavour in ©Hello Comrade’s brand for Amo Tequila, bathed in a delicious orange

When ©Hello Comrade began ideating a brand world for Amo Tequila, the team quickly picked up on the number of ways the spirit is different from other tequilas in the market. To begin with, Amo is a sipping tequila infused with orange and cinnamon, meant to be savoured slowly, as opposed to being gulped down as a shot. They also realised that Amo wouldn’t speak to traditional connoisseurs, for whom added flavours are a strict no-no. “We believed there was a danger in viewing Amo through the lens of a classic tequila. Amo is different,” Creative Director Spencer Woolcott tells us. “We aim to speak to consumers who are open-minded about new-age alcohol, and above all, want to take pleasure in not just the communal aspect of drinking but also in the flavour itself.” Since Amo is not your usual tequila, it also needed a look to match. When the minds at the Amsterdam-based studio went looking for a central element to ground the identity, they found their answer in colour – a bold orange, which when used generously, would speak of the reposado tequila’s flavour profile at a glance. “The striking colour served our purpose of setting an expectation in the marketplace. It also has a mouth-watering quality when viewed in the context of orange infusion, almost creating a natural colour synesthesia,” adds Woolcott. The graphic language adds to this story. Set in sharp black – that pops against the orange – the palette of typefaces hints at tequila’s ability to bring a group of people together over luscious drinks. “Each typeface in the trio is meant to represent a different personality, much like the unique individuals you find around a table sharing drinks and stories,” says Saxon Campbell, Design Collaborator on the project. “Just as everyone brings their unique style and energy to a gathering, each typeface has a distinct vibe.” When seen together, BN Dime Display, Halyard Display and Alternate Gothic No3 D Regular seem to strike a conversation of their own.