Packaging design for Vida Ø Muerte Tequila. The tequila was launched in partnership with the NGO Arrive Alive- a non-profit organization dedicated to lobbying for safer drivers and safer roads.
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Drawing a parallel to the Mexican rodeo- a thrilling but life-threatening sport- Vida o Muerte Tequila tells a story of the thrills and the perils of ‘the wild ride’
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The Duality of Life and Death
Using UV ink the darker side of the wild ride is revealed, highlighting the dangers of drinking and driving.
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As a part of the product launch, Vida o Muerte teamed up with three local influencers to promote the tequila while also encouraging the public to take a pledge to not drink and drive.
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Paying homage to the tradition of Mexican prayer candles, the influencers were immortalized as shot-glass votives- highlighting how quickly one wild ride can become your last.
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