Rosalee Lewis | Art Director
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Patrón


PATRÓN, THE PLAYLIST

Did somebody say, "Patrón"...? Yes, lots of people did. Play this playlist as you peruse.


PUNTA CANA AIRPORT BAR

Why merely create a duty-free shopping area at an airport when you can brand an airport bar? Working with existing renderings and layouts, I created a branded–yet premium–look to what might actually be the strangest pool placement ever.


PATRÓN TIKI

How do we make Patrón aged tequilas synonymous with "Tiki?" That's a good question.

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Pyrat (pronounced like the swarthy scoundrels) is a Caribbean rum with a seaworthy name and, for some reason, a buddha (technically a Hyoti) as a logo. When they wanted to make a tiki shirt, I knew the only option was to build a pattern and put it on a Hawaiian shirt. No one asks you to explain your Hawaiian shirts.


2018 SPRING RETAIL CAMPAIGN

Showing cocktails from above was actually a really big deal for Patrón, who typically likes them straight-on, old-school...boring. This photo shoot was a small step, but a step nonetheless.

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 Window displays incorporate podiums for product display as well as acrylic-die cut garlands featuring overhead views of the margaritas from the photo shoot.

Window displays incorporate podiums for product display as well as acrylic-die cut garlands featuring overhead views of the margaritas from the photo shoot.

Each program we produce comes with giveaways in an effort to combine branded pieces with usable, coffee-table-worthy pieces for consumers, like this deck of playing cards with margarita recipes on every card.


LIMITED-EDITION TIN: GEMMA O'BRIEN FOR AUSTRALIA

As part of their duty free programming, Patrón releases special tins for various locations around the world. We worked with Australia native Gemma O'Brien to create this gorgeous aquatic artwork for the 2018 tin, delivering on a brief to incorporate local wildlife and flora with Patrón's brand elements woven in. It also had to "pop" and "look premium," of course.

I mean, yeah, if I were in an airport in Australia, I'd snatch this right off the shelf.

 Final artwork and coloring

Final artwork and coloring


XO CAFE SNOWBOARDS

Brief: Design a cool snowboard with coffee liqueur and, as always, a large logo.

Result:

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Below are some of the design concepts I presented to the client, which of course I prefer to what was produced:


PATRÓN CITRÓNGE PINEAPPLE PACKAGE DESIGN

Another small-but-important step: non-linear diecuts! Patrón is in the process of perfecting their Pineapple Citrónge. The product feels funkier than the usual, so the packaging will, too.