Our idea: Leave AC/DC fans “Thunderstruck” in a completely new way. We started by distilling the raw power of AC/DC into a pure, authentic design that captured the identity of the band. To reflect the premium quality of the tequila we applied classic Agave motifs and design elements paying homage to tequila’s Mexican heritage, including folk art and sugar skulls. To highlight the quality and clarity of the tequila itself, we created a multi-dimensional design inviting fans to see through the bottle to find additional band tribute design details. The tequila is handcrafted, so we approached the typography and illustration with the same painstaking attention to detail.

The design for the labels consists of handcrafted typography and illustrations, pearlescent print techniques and a multi-dimensional design emphasizing the quality and clarity of the tequila. The organic, hand-crafted nature of the design reflects the age-old method of the tequila making. The elements within the illustrations are inspired by the band’s music and iconic rock-god status. Subtle details include a guitar adorned with Mexican style sugar skull and AC/DC’s iconic lightning bolts to tie it back to the band. Metallic foils and a hi-rise printing technique add texture and contrast to the label.

The branding/packaging for Thunderstruck has allowed AC/DC to launch a new brand product that not only upholds the AC/DC brand, but establishes the credibility for it to stand alone as its own unique tequila brand. By blending the iconic history of the AC/DC brand with rich design and premium tequila, this design appealed to both AC/DC followers and premium tequila enthusiasts. It also encouraged trial from consumers loyal to other brands.