Brand Book 2010
100% Agave
Los Altos
Los Altos
Andrés Masso
Henry Besant
Created By Top Bartenders
WithTahona Liquid
Authentic & Magnetic Power
Who is Olmeca Altos ?
Olmeca Altos’ Origin
Why Launch Olmeca Altos ?
Differences Between Olmeca & Olmeca Altos
Our Competitors
Olmeca FAmily
How to drink Olmeca Altos ?
Technical Specifications
Brand Inspiration & Execution
Brand Elements
Graphic Elements
Applications
CONTENTS
Whois Olmeca Altos?
Who is Olmeca Altos?
Olmeca Altos is the new member of the Olmeca family: a super premium high quality Tequila, made of 100% pure Agave and Tahona liquid as an ingredient.
Created by our Maestro Tequilero Jesús Hernández together with two of the world’s most recognized bartenders: Henry Besant and Andrés Masso.
The iconic and mysterious bottle represents premiumness and authenticity.
An iconic bottleinspired by Olmeca
From an iconic bottle
To an even moreauthentic andrich design
Structure - Square shape ensuring solidity and robustness- Textured stone-like finish delivers authenticity- Tactility and soft edges
Graphics - Rich and deep colours- Sense of intrigue
Olmeca Altos’
Origin
Colours are rich and deep, inspired by the elements of the Altos region itself - the intense red of the volcanic soil, the striking blue of the agave. Gold and silver represent the sun and black represents the night, bringing drama and splendour to the colour palette. Contrasting colours bring passion and energy and light out of dark provide intrigue and mystery.
WhereDoes Olmeca Altos Come From ?
- Los Altos is the geographic origin of Olmeca Tequila- “Los Altos” is Spanish for “The Highlands”- Our distillery is located in Arandas
Jalisco
Los Altos
Arandas
WhereDoes Olmeca Altos Come From ?
The Los Altos Region is at 2,100 m above sea level
Los Altos provides the ideal conditions for our key ingredient, the Agave; mineral rich volcanic soil & an ideal climate
Olmeca Altos is exclusively produced at our ownDestilería Colonial de Jalisco
At our distillery we produce Tahona Tequila, we use this precious ingredient as part of the Olmeca Altos recipe
Olmeca Altos ?
WhyLaunch
PREMIUM ULTRAPREMIUM
PRICE RANGE25 - 45 USD
PRICE RANGE50 - 120 USD
To compete more effectively in one of the fastest growing spirits categories, we need Olmeca Altos 100% Agave to complete our Tequila portfolio.
OLMECAOPPORTUNITY
SUPER PREMIUM
The Range
Olmeca Altos is available in two variants: Plata and Reposado
The RangeFor Olmeca Altos
Aged
Unaged
DifferencesBetweenOlmeca & Olmeca Altos
Colours are rich and deep, inspired by the elements of the Altos region itself - the intense red of the volcanic soil, the striking blue of the agave. Gold and silver represent the sun and black represents the night, bringing drama and splendour to the colour palette. Contrasting colours bring passion and energy and light out of dark provide intrigue and mystery.
Diffrences Between Olmeca & Olmeca Altos
Olmeca Altos and Olmeca share the same origin but they reach different targets. Their qualities, territories and moods are different as well.
DifferencesBetween Olmeca & Olmeca Altos
Brand Name
UCCA
FORMULA
BRAND ROLE
TARGET
KEY SELLING POINTS
Olmeca
Liberating instant of exuberance
Mixto Tequila+ Tahona Tequila as ingredient
Strategic BrandVolume Builder
LDA - 30Urban, Trendy & Extrovert / BC+
- Nr 1 Tequila in Europe- Nr 4 Tequila in he World- Iconic - unique bottle- Only mixto Tequila with a % of Tahona
Olmeca Altos
Authentic and magnetic power
100 % Agave+ Tahona Tequila as ingredient
Strategic BrandCAAP BuilderA&P Focus
25 -35Urban, Stylish & Extrovert / AB
- Olmeca’s new 100% Agave Tequilawith Tahona liquid as ingredient- Premium, iconic & high impact bottle- A natural “step up” for existing Olmeca drinkers & other premium drinkers- Higher margins per litre sold
ourcompetitors
Our Competitors
Olmeca altos 1800 SauzaHornitos Centenario Cazadores
Olmeca Altos is a unique Tequila: it was created in collaboration between the Maestro Tequilero Jesús Hernández and Henry Besant.At every step of the production process they took great care to only use the best ingredients and the most authentic techniques.
- Young Agave- Distillation in stainless steel stills
- Aged in large vats - Without Tahona liquid
- Fully matured Agaves- Authentic brick ovens - Double distillationin traditional copper pot stills- Aged in small American oak barrels- Tahona liquid as ingredient
FamilyOlmeca
Olmeca Family
- Our Tequila portfolio is now complete: there is a Premium, Super Premium and Ultra Premium option for each of our consumer targets.- However, the focus should be on Olmeca Altos, as this is the brand that can best drive the business results - value growth.
Colours are rich and deep, inspired by the elements of the Altos region itself - the intense red of the volcanic soil, the striking blue of the agave. Gold and silver represent the sun and black represents the night, bringing drama and splendour to the colour palette. Contrasting colours bring passion and energy and light out of dark provide intrigue and mystery.
BRAND
BRAND OWNER PRIORITY
PRICE STRATEGY
PERNOD RICARD PRICESEGMENTATION
Umbrella Brand
Olmeca
Premium
+10% AboveCuervo Especial
Parity Johnnie Walker Black
Parity Johnnie Walker Gold
2
Olmeca Altos
Super Premium
1
Olmeca Tezón
Ultra Premium
3
Olmeca Family
Olmeca family
How To Drink Olmeca Altos?
How To Drink Olmeca AltosTogether with Henry Besant we have developed three signature drinks
Altos Paloma
Altos Rocks
Tommy’sMargarita
RECIPE Glass:Rocks / Tumbler
Ingredients / Method:Pour 60 ml Altos Reposado over fresh cubed ice.
Garnish: Orange twist. Cut strip of zest ensuring that the pith is left behind. Squeeze over drink so that orange oils mix with the tequila.
A chilled glass of Altos Reposado is ideally paired with the bitter/sweet orange oils, which combine with the light oaky and caramel characteristics to create a simple drink with depth and complexity.
Glass:Highball / Collins
Ingredients / Method:Build over fresh cubed ice 50 ml Altos Reposado, 10 ml agave mix*, 50 ml fresh grapefruit juice &a pinch of salt. Top with soda.
Garnish: Lime wedge, squeezed on top of the drink. Stir together briefly.
Glass:Margarita glass
Ingredients / Method:Pour 50 ml Altos Resposado, 25 ml fresh lime juice, 15 ml agave mix (2 part agave syrup, 1 part water)
Garnish: Two Lime wheels
HENRYBESANTNOTES
The national drink of México, “The Paloma” (meaning of dove) is as refreshing as the day is long. Traditionally this long drink uses a Mexican soft drink called Squirt, which is a grapefruit soda. Here, we have substituted it with fresh citrus, soda and agave syrup in order to create a healthy and exciting alternative.
*Agave mix is simply agave syrup and water mixed in a ratio of two parts sweet to one part water. If agave syrup is hard to come by, then substitute for honey – another healthy alternative to sugar
It was created in the 1980’s by the US Tequila Ambassador Julio Bermejo at his father’s Mexican restaurant in San Francisco named Tommy’s. Julio’s idea behind that drink is to enhance the flavours of the tequila mix in the margarita by using agave nectar and not a triple sec. Also by mixing together there are great chances to end up with a hangover the day after.
Tasting Notes
Aroma:Olmeca Altos Reposado has sweet citrus notes like orange and grapefruit - fruity and fresh. The cooked agave, vanilla and woody notes complement each other leaving a well balanced and wide bodied aroma.
Flavour:Right from the start we get a sweet sensation in the mouth, a bit of tannins and citrus. The body is robust yet pleasant. It has a long finish with a well balanced combination of sweetness from cooked Agave, vanilla, and woody flavours.
Aroma:Olmeca Altos Plata has herbal notes of cooked agave and slight citric aroma with sweet notes. The Tequila is aromatic and fruity.
Flavour:Olmeca Altos Plata is sweet to the mouth, with citric notes like lime - lemon and cooked agave. The aftertaste is well balanced, pleasant and longlasting.
SpecificationsTechnical
hhghfghhfghColours are rich and deep, inspired by the elements of the Altos region itself - the intense red of the volcanic soil, the striking blue of the agave. Gold and silver represent the sun and black represents the night, bringing drama and splendour to the colour palette. Contrasting colours bring passion and energy and light out of dark provide intrigue and mystery.
Availability: October 2009
Product Data:Olmeca Altos 100% AgaveCapacity: 700ml
Technical Information:Pack Weight in kg: 19Layer per pallet: 5Units per pallet: 55Cases per container: 550
PlataUPC: 7000 80432 10603 7SCC: 700100 80432 10603 4
Sales SheetKey Selling Points
- Olmeca Altos comes from Los Altos region famous for growing the best Agave plants- Olmeca Altos 100% Agave is a Super Premium Tequila with an exceptional quality and smoothness - We use the precious Tahona liquid as an ingredient to create Olmeca Altos- Olmeca Altos has been created in collaboration between our Master Distiller Jesús Hernández and the top international bartenders Henry Besant & Andrés Masso
ReposadoUPC: 7000 80432 10552 8SCC: 100100 80432 10552 5
Brand inspiration& Execution
Olmeca Altos
Brand PlatformBrand Truths:- Top Quality- Strong & Sculptural pack- Rich in gold signs, Olmeca civilization- Premium cues- 100% Agave- Strong Origin: Los Altos- Tahona Liquid as ingredient- Liquid co-created by Top Bartenders
Personality:- Daring- Trendy & Extrovert- Intriguing- Original- Unconventional
Against Whom:- Cazadores- 1800 Tequila- Cuervo Tradicional- Aspirational white spirits- Grey Goose- Ketel 1
Values:Mystery, Freedom, Energy
For Whom:Primary Target: Top Bartenders - Mainly Male - between 25 & 35 years old- Exclusively live in big cities - travels to other capitals- Visit Spirit Fair & Bar Shows - are very well connected- They live for their life and passion- They are a community- They do not like Marketing, but they like to be considered for what they are: passionate, eager to learn, share quality committed
Secondary Target: Urban Trendsetter- Men/Women (60/40%) - 27 to 40 years old, A- & B- Urban & Quality conscious- Seduced by brands who managed to be both unconventional and authentic
Br
and
Po
siti
on
ing
Br
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Id
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Consumer Insight:With my friends we like to go out and treat ourselves with qualitative products
to experience authentic moments full of energy and enjoy the mystery of the night.
Key Reasons To Believe:Olmeca Bottle: Strong bottle, textured and rich in mysterious signs
Formula: From Los Altos, 100% Agave with Tahona liquid – co-created by top BartendersOlmeca’s heritage & otherness: the gate to a unique, rich and colourful culture
Brand Essence:Mystery and Festive
UCCA:Authentic &
Magnetic Power
Olmeca Altos
Visualised Brand Platform
Benefit Mood:EnergyAuthenticGroup of Friends
Origin:MysteryRich in signsGold
ConsumerEnvironment:Night LifeLounge Bars
Brand Essence:MysteryFestive
Visual Identity:GoldRough LuxuryTexture
UCCA:AuthenticMagneticPower
Brand Personality Javier Bardem:Extrovert & TrendyAuthenticIn the knowMagnectic
Target:Top BartendersExtrovertedUrban & Trendy Active Social LifeYoung at Heart
Key Ingredient:100% AgaveUnique Tahona production processLos Altos regionCreated by top bartenders
Design PrinciplesOlmeca Altos Vs Olmeca
Olmeca Altos Olmeca
Rooted In Olmec Tradition
Elemental
Intense & Dramatic
Time-Honoured Craft
Imperfect Splendour
Tribal Pleasure
Key Ingredient:100% AgaveUnique Tahona production processLos Altos regionCreated by top bartenders
Brand Elements
Colours are rich and deep, inspired by the elements of the Altos region itself - the intense red of the volcanic soil, the striking blue of the agave. Gold and silver represent the sun and black represents the night, bringing drama and splendour to the colour palette. Contrasting colours bring passion and energy and light out of dark provide intrigue and mystery.
or
Colour
Colours are rich and deep, inspired by the authentic elements of the Los Altos region itself - the intense red of the volcanic soil, the striking blue of the agave. Gold represents the sun and black represents the night, bringing drama and splendour to the colour palette. Contrasting colours bring passion and energy and light out of dark provides intrigue and mystery.
Plata
Reposado
Olmeca altos colour palette - What Is Your Lead Variant ?
The parchment paper add authenticity and sets a neutral background.
Note: For colour breakdowns see the colour palette section.
Altos Black Altos Teal Altos Red
Altos Gold
Altos Black Altos Red Altos Teal
Altos Gold
Materials & Textures
Materials and texture have contrast and relief. They provide dimension and strength. They are inspired by the reflective copper still, the grain of the Tahona stone, and the traditional craft of the production process. Smooth metals and foils together with heavily detailed glass or textured stone combine to create a tactile palette which is rich in authenticity and appeal. As if hand crafted or dug from the earth, imperfection and elemental finishes emphasise a sense of rarity and effortlessness.
Distress Paintwork/EffectPatinated Copper/ MetalTextured Concrete
Acrylic/Wood Veneer Parchment/Textured Paper Reclaimed Wood (worn)
Textured Gold
Aged Leather
Mood Lighting
Crafted, the use of light and shade engulf you in its mystery. Just like the production process, lighting is textural and hand crafted in its execution, it is authentic and imperfect. Intense spotlights of light have the power to draw you in with their hypnotic drama, warmth and glow.
Photography adds an element of drama to the Olmeca Altos world. Up close and in sharp focus or covered in darkness, each approach strengthens the intensity and mystery of the product and the drinking experience. Zooming in on the detail from dramatic angles creates powerful images full of texture, just like the ancient Olmec monuments.
The photography by Ilan Rabchinsky for Olmeca Altos captures these values.
Photographic Style
Shape & Form
The photography by Ilan Rabchinsky for Olmeca Altos captures these values.
Inspired by the rounded solidity of ancient Olmec hieroglyphs, the shapes within the brand follow this same pattern. Corners are softened with curves, as if worn over time, and everything has depth and substance. Shapes interlock to create simple and seamless lines. The hidden shape within the footprint of the iconic bottle echoes this principle possessing both stature and raw imperfection like the temples and deities of the Olmec tribe of old.
The Hidden Shape
Graphic Elements
hhghfghhfghColours are rich and deep, inspired by the elements of the Altos region itself - the intense red of the volcanic soil, the striking blue of the agave. Gold and silver represent the sun and black represents the night, bringing drama and splendour to the colour palette. Contrasting colours bring passion and energy and light out of dark provide intrigue and mystery.
Olmeca Altos Texture - 4 Colour Logo
Olmeca Altos Black - 1 Colour Logo
Olmeca Altos Gold - 1 Colour Logo
Olmeca Altos 4 Colour Logo - Exceptional Circumstances usage
Horizontal Logo
Horizontal Logo
Horizontal Logo
Horizontal Logo
Vertical Logo
Vertical Logo
Vertical Logo
Vertical Logo
Master LogoColour Options
This is only for use in exceptional circumstances. There is an alternative version available where ‘ALTOS’ is red.
hhghfghhfgh
Minimum 30mm Minimum 63mm
Logo Sizing
Olmeca Altos Logo
Horizontal LogoVertical Logo
Sizing applys to Olmeca Altos 4 Colour & 1 Colour Gold & Black
Logo Usage
The area indicated by ‘ALTOS’ is the exclusion zone, keep this area clear.
Don’t change the lock-up
Don’t place the logo over an image
Don’t distort the logo
Olmeca Altos LogoAltos Brand Logo Safe areas
Altos Brand Icon
The icon includes the time honoured craft of Olmeca Altos, the Tahona stone, the Blue Agave and the volcanic red soil. The textures and shapes are elemental and imperfect.
hhghfghhfghColours are rich and deep, inspired by the elements of the Altos region itself - the intense red of the volcanic soil, the striking blue of the agave. Gold and silver represent the sun and black represents the night, bringing drama and splendour to the colour palette. Contrasting colours bring passion and energy and light out of dark provide intrigue and mystery.
Altos Brand IconFull Colour with Logo
Altos Brand Icon 4 Colour Altos Brand Icon 3 Colour- Foil/Pantone Gold Altos Brand Icon 2 Colour
The full colour logo should always be used on black or a dark background, such as dark wood, to ensure standout
hhghfghhfghAltos IconFull Colour without Logo
Altos Icon 4 Colour
Altos Icon 3 Colour- Foil/Pantone Gold
Altos Icon 1 Colour
Altos Icon 1 Colour can be used in Altos Black, Gold, Teal & Red on a contrasting colour for standout or on a similar colour as a subtle watermark.The Icon can also be used reversed out of the Altos Colours
Subtle Usage Reverse-out UsageBold Usage
hhghfghhfghColours are rich and deep, inspired by the elements of the Altos region itself - the intense red of the volcanic soil, the striking blue of the agave. Gold and silver represent the sun and black represents the night, bringing drama and splendour to the colour palette. Contrasting colours bring passion and energy and light out of dark provide intrigue and mystery.
Altos Brand IconSizing
Altos Brand Icon Full Colour Altos Icon 1 Colour
Altos Brand Icon Safe areas
Altos Icon Small Usage
Altos Brand Icon - Should not be used smaller than 50mm diameter
Minimum 50mm Minimum 30mmMinimum 50mm
This is the minimum size that the Icon can be used. Note no signature in the Icon and alway ensure legibility
Using the ‘+’ in the Altos Icon, an exclusion zonehas been created which must be clear. This ensures visiblity and standout. This rule does not include when it is used as a watermark.
hhghfghhfghColours are rich and deep, inspired by the elements of the Altos region itself - the intense red of the volcanic soil, the striking blue of the agave. Gold and silver represent the sun and black represents the night, bringing drama and splendour to the colour palette. Contrasting colours bring passion and energy and light out of dark provide intrigue and mystery.
hhghfghhfghAs uncoated papers are important to communicate the authenticity and imperfection, a uncoated colour and coated colour has been specified.
Plata
Olmeca Altos TealUncoated: C100 M0 Y31 K23Coated: C100 M0 Y45 K34
Olmeca Altos CreamUncoated: C2 M7 Y13 K0
Olmeca Altos RedUncoated: C0 M100 Y66 K13Coated: C0 M100 Y55 K44
Olmeca Altos GoldCoated: C30 M30 Y60 K10
Olmeca Altos BlackUncoated: C0 M0 Y0 K100Coated: C0 M0 Y0 K100
Olmeca Altos BlackUncoated: C0 M0 Y0 K100Coated: C0 M0 Y0 K100
Olmeca Altos GoldCoated: C30 M30 Y60 K10
For Olmeca Altos Teal match to: PANTONE® 322C or 321UFor Olmeca Altos Red match to: PANTONE® 194C or 193UFor Olmeca Altos Gold match to: LUXOR 425 (FOIL) or 873C or 873UFor Olmeca Altos Black match to: PANTONE® Process Black
For Olmeca Altos Cream match to: 9184U
Colour Palette
Primary Colours Secondary Colour
Reposado
Primary TypefacesTrajan Pro - RegularABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!?
Trajan Pro - BoldABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!?
Secondary TypefacesAdobe Garamond Pro - Regular ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!?
Default typeface for use in Powerpoint or where the other typeface are unavailable.Times New Roman - RegularABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!?
Altos fonts should be composed & rendered to capture the refined intense drama which is Altos.
hhghfghhfghTypography & Icongraphy
hhghfghhfghColours are rich and deep, inspired by the elements of the Altos region itself - the intense red of the volcanic soil, the striking blue of the agave. Gold and silver represent the sun and black represents the night, bringing drama and splendour to the colour palette. Contrasting colours bring passion and energy and light out of dark provide intrigue and mystery.
Colours are rich and deep, inspired by the elements of the Altos region itself - the intense red of the volcanic soil, the striking blue of the agave. Gold and silver represent the sun and black represents the night, bringing drama and splendour to the colour palette. Contrasting colours bring passion and energy and light out of dark provide intrigue and mystery.
Applications
Altos Applications
The hidden footprint of the Altos bottle is echoed throughout the whole design process.
The Hidden Shape
The glasses have a raw imperfect affect created by a waterglass recycled process, with a Altos Icon foiled into the base.
Altos Applications
Altos Boston cocktail shaker with beaten copper beaker coated inside with a hit of teal and large mixing glass on top.
Large glass ice container with a beautiful crafted wooden lid.
Altos Applications
Olmeca Altos app; includes the history and process of making Altos, where to drink Altos- bar, resturants & events, how to make Altos cocktails, etc.
Altos moleskin diary with a beautiful gold Icon and a teal bookmark
hhghfghhfghColours are rich and deep, inspired by the elements of the Altos region itself - the intense red of the volcanic soil, the striking blue of the agave. Gold and silver represent the sun and black represents the night, bringing drama and splendour to the colour palette. Contrasting colours bring passion and energy and light out of dark provide intrigue and mystery.
Altos Applications
Altos Teal t-shirt-1 Colour screen printed Icon
Altos Polo shirt-Full colour embroidered Icon
Altos apron-1 Colour black on black Icon with Alto red stitching detail
Colours are rich and deep, inspired by the elements of the Altos region itself - the intense red of the volcanic soil, the striking blue of the agave. Gold and silver represent the sun and black represents the night, bringing drama and splendour to the colour palette. Contrasting colours bring passion and energy and light out of dark provide intrigue and mystery.
Altos apron-1 Colour black on black Icon with Alto red stitching detail
Altos EnvironmentsWhat is your lead varient?
Depending on your lead variant of either Plata and Altos Teal or Reposado and Altos Red, this is a way to dress a high-end trendy bar. The bar is rich in materials, note the roof has a metallic foil and lighting out of dark provides intrigue and mystery.
Altos Plata Bar Altos Reposado Bar
hhghfghhfghColours are rich and deep, inspired by the elements of the Altos region itself - the intense red of the volcanic soil, the striking blue of the agave. Gold and silver represent the sun and black represents the night, bringing drama and splendour to the colour palette. Contrasting colours bring passion and energy and light out of dark provide intrigue and mystery.
Altos Environments
Classic Mexican environments using elemental materials and finishes including reclaimed wood, textured concrete and hammered metal.
Altos Environments
hhghfghhfghColours are rich and deep, inspired by the elements of the Altos region itself - the intense red of the volcanic soil, the striking blue of the agave. Gold and silver represent the sun and black represents the night, bringing drama and splendour to the colour palette. Contrasting colours bring passion and energy and light out of dark provide intrigue and mystery.
Poster Advertorial
True CommitmentTo Tequila
Enjoy Olmeca Altos Responsibly
Graphic Applications
The front cover and contents pages should be your lead varient colour. The title slide should be the contrast colour.
Graphic ApplicationsPresentation Templates
Title Here
Title Here
or
Altos Plata Presentation
Altos Reposado Presentation
Brand Book 2010