Toro Dorado
- For years, this family-owned spirit was simply the regular house brand at the family’s authentic Mexican restaurants in Chicago. However, as its reputation grew, the family was convinced that their “golden bull” was worthy of its moment in the sun. McLean Design was commissioned to create a deeply authentic experience, consistent with the family’s rich heritage, that would offer a compelling experience to the uninitiated.
BRAND CONSULTING, BRAND & PACKAGING DESIGN, CUSTOM BOTTLE DESIGN, PRINT ENGINEERING - This bold calligraphic type treatment is the cornerstone of the new brand experience, handcrafted, rich with history, and flush with character. Although the brushed letter-forms may evoke a sense of the Spanish conquistador’s armor and 17th century mission architecture, the resulting brandmark is equally at home in the dance clubs of Mexico City as in the cigar clubs of New York — and beyond.
- The golden bull is the ancient spirit of a noble people who wrest great riches from a sullen earth… So reads the positioning statement that McLean Design created to help guide the brand’s development. Deep textures overlaid with golden foil, hand-carved detailed embossing, layers of light and shadow — every tool in the craftsman’s chest — conspire together to communicate the family’s devotion to producing the finest Tequila.
- Tequila can be rich in color or almost purely transparent, depending on how long it cures in the cask. Toro Dorado follows well-established tradition by offering three varieties, one year, two year, and three year — Plata, Reposado, and Añejo, respectively. Each sibling was given a particular character through the use of type, color, and texture, carefully balanced to promote and maintain a cohesive packaging system.
- Classic letter-forms and subtle Spanish details conspire to create a unique brand experience for this line of premium Tequilas. The spirit’s rich legacy and dedication to quality is embedded in the fluid shapes and bold strokes of the brandmark, proclaiming its history and authentic origins in every line. The whipping bull’s tail and terminal spur at “dorado” evokes traditional Mexican bull-fighting from which the name originates.