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.


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


2019 seasonal RETAIl

In the Winter, Patrón's focus is on XO Cafe, their tequila-coffee liqueur. We decided to push the Espresso Martini, which is trending, as the answer to "what do I make with this?" so that customers will be more inclined to grab a bottle as they shop.

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In Spring, Patrón's strategy is around promoting silver tequila through margaritas. We created artwork and products around mastering and making a perfect margarita rather than telling people to try a lot of overcomplicated recipes.

Margarita scent display uses motion sense to dispense a citrus scent when customers walk by.


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.