It is often the case that tequila branding is uniform, with a focus on sophistication and class. JAJA Tequila is a label that attempts to disrupt this notion by facilitating a playfully whimsical visual identity that ties in, to some extent, to childhood nostalgia.
Through Instagram, JAJA debuted a mock of a truck that featured blue-accented illustrations and a gigantic bottle on the top that was carrying a label with similar graphic elements as the vehicle's body. The vibrant attitude of the tequila branding captured the attention of Instagram users and after a steadfast social media engagement, JAJA decided to make the truck a reality.
To increase brand awareness and delight its consumer base, JAJA will be touring the streets of New York City.