Hiatus wanted to create a brand that would resonate with older millennials that would disrupt the staid Tequila sector. Our concept is built around a Hiatus and the word “space”. Space is a key feature throughout the brand and is used to symbolise the idea and essence of taking a break and enjoying the moment.
The bottle design became a vessel of discovery. We opted for splitting the content across 7 labels to take the user on a journey. The placement of labels changes across each tequila, representing the individual distilling process as well as showcasing its unique story of production.