Tuaca Branding & Identity

By Cue

The Idea

Tuaca was often referred to as the “dustiest bottle on the shelf”. Often misunderstood and mispronounced, the product relied on word of mouth to make it credible. The existing identity and packaging did not accurately communicate flavor cues, convey its Italian heritage or communicate a premium persona.

We saw the opportunity to (re)introduce Tuaca by creating an expression that was more energetic and better telegraphed the taste appeal of the product.
We focused on the intrigue around the taste and name, positioning Tuaca as an advocate for trying new things and becoming more socially adventurous.

Delivery of Work

Primary and secondary packaging, on and off premise promotions and point of sale, sales support and product launch materials for consumer and trade audiences (Tuaca Brand Kit)

The Results

Tuaca has realized an increase in premium placement in both retail environments and on premise. Bartender promotion of the product has spurred considerable growth and loyalty in regional markets such as Denver and Dallas.

Credits

• Creative Directors

  • Alan Colvin

• Graphic Designers

  • Kate Gabriel
  • Nate Hinz

• Paper Credits

  • Anchor Paper

• Printers

  • Franklin Press

Event Sponsors

Additional generous support provided by Lagunitas Brewing Comapny and The Fraternal Order of Eagles #34