We undergo a heavy phase of category and strategic research at the start of any project. For Patron this involved an immersion into the Tahona process, a market immersion and consumer-facing store visits. We also conducted category research including competitor brand positioning and brand/visual equity analysis.

The Roca product is handcrafted to achieve a higher proof than the core line of Patro´n tequilas. As such, we positioned Roca between Patro´n and Gran Patro´n and created a premium structure that cues the iconic Patro´n bottle but elevates it, using a heavier glass base, transparent body and angular shoulders. A rope and medallion rest on the neck of the bottle, signifying the traditional tahona process and labor used to make the spirit. The design for Roca Patro´n speaks to the craft behind the spirit in ways that few other spirits brands do. Physical cues like the rope stone medallion evoke the tahona process while the shape of the bottle and the iconic Patro´n bee ensure consumers that Roca is part of the Patro´n family.