Young Spirit Gone Old School: Pond Design Bridges Tradition and Innovation in Rooster Rojo’s Mezcal Redesign

As the established tequila brand Rooster Rojo was set to expand with a premium product proposition and move into the mezcal category, there was a need to rethink the existing design system. The main objective was to claim a distinctive spot on the mezcal shelf – fitting in and disrupting at the same time – maintaining clear brand recognition while elevating into a premium expression. The agency’s task included design, structural packaging, and naming aligned with the existing structure. The strategy was to amplify the iconic Rooster Rojo assets and bring them into the mezcal category – creating a desirable premium experience. And the launch is fulfilling its purpose – not only is it a rare and exclusive mezcal – but its modern and handcrafted look is bringing a glow to the whole Rooster Ro