Recently, I had the pleasure of connecting with the Minneapolis design firm Cue to discuss their organization’s redesign of the popular tequila brand el Jimador. The tequila was introduced in 1994 and has since become the top selling tequila in Mexico, competing in a saturated market of over 1,300 existing tequila brands. Responding to competition within an increasingly changing demographic base in both the U.S. and Mexico, el Jimador needed to find new ways to appeal to the new multicultural consumer. I was fortunate to spend a few minutes speaking with Ed Mathie, the managing director for Cue, about their efforts to strengthen el Jimador’s brand expression, and get an inside look at how engaging and value driven brand strategies are developed and implemented.
I am proud to announce that Latino Branding Power’s infographic “Latinos in the U.S. are…” won a placement in the popular American Graphic Design Awards 2012 competition. The annual contest, presented by the magazine Graphic Design USA, highlights projects from designers, studios, and agencies throughout the nation. Originally created in conjunction with the 2010 Census results, the infographic touts statistics about Hispanic growth in the U.S. It is an honor to be considered among the many talented winners within the creative industry and to help give Hispanic influence a voice among them.