Client: Jose Cuervo
Design: Shot Glass

Problem:

A shot glass, the once iconic symbol of Tequila, is increasingly used by a plethora of other drinks, all competing in the same space. The loss of this icon is a loss to the Tequila category and doesn’t help the bar call. A round of Tequila has simply become a round of shots.  Our challenge was to help Tequila reclaim the shot glass for itself.

The real issue behind the problem was identified using our proprietary diagnostic approach. We needed to reclaim the glass for the consumers’ benefit, solving their problems, rather than the brand’s.  The problem we identified was a logical one;  tequila shots have three elements for consumption (salt, lime and tequila), yet we only have two hands.

 Solution:

We designed a glass with an ‘active purpose’ in the shot-drinking process. It has a ‘V’ shape cut into the rim of the glass for a slice of lime to sit securely in place, leaving the spare hand for the salt. This design reclaimed the shot glass for tequila as the shape wouldn’t make sense with any other drink.