The deliverables for this project spanned design disciplines — brand communication, 3D, motion, material and more. Our partnership with Copper and Casa Lumbre enabled us to fully flex our design capabilities and raise the standards for the non-alcoholic spirits market, by bringing a singular vision to life, from strategy to every last detail of the creative execution. The bottle embossing to the deck template, brand icons to the anthem film, the “Go Beyond Proof” story rings true throughout the design thanks to a shared vision among many different teams.

Yes, this product is available for purchase on Almave.com, in select wine & spirits shops, and specialty NA retail shops (i.e., Boisson). It was released exclusively in North America but is in the process of expanding globally.

Copper and Casa Lumbre Spirits approached us in May 2023 to become the official creative agency partner for launching Lewis Hamilton’s Almave, a distilled non-alcoholic spirit crafted from blue agave in Jalisco, Mexico. We spearheaded the creation of all creative elements, from establishing the brand foundation to designing the label and crafting hero assets for the launch. Upon joining the project, we delved into the rapidly growing non-alcoholic market to unearth what sets Almave apart, discovering a void for the taste and ritual of a full-proof tequila without the alcohol — until now.

When we were invited to be Almave's official creative agency partner, the team eagerly delved into understanding the challenges that lay ahead for the brand and strategizing how to overcome them. The primary hurdle was to distinguish Almave apart from its competitors in an already saturated alcohol market and effectively communicate the remarkable story of achieving the seemingly impossible. Starting with the brand foundation, we deciphered the who, what, and why, defining the brand tone and visual elements. They crafted the first set of brand assets, including stills, key visuals, motion assets, event materials, and creative elements for the bottle (label + packaging, inserts, bottle neckers, point of sale, and promotional items). We immersed ourselves in Almave’s visual identity and voice, ensuring it communicated a uniqueness never seen before. Every detail of the identity aligned with Almave’s brand position: “Go Beyond Proof”— an endeavor that captures its spirit.

Almave caters to a distinctive group known as the New Traditionals — individuals who don't strictly align with sobriety or heavy drinking but rather embrace a conscious lifestyle, valuing balance and meaningful experiences, coupled with a sincere appreciation for craftsmanship and quality. What distinguishes Almave from its counterparts is its status as a premium distilled blue agave spirit, sans the alcohol. With this in mind, we remain faithful to the drinking rituals of sipping and mixing, employing strategically crafted language and a tone reminiscent of Lewis Hamilton's style. This approach pays homage to the traditions of tequila and the intricate process that renders it both unique and authentic.

Our challenge was to tell the story of how, together, Master Distiller Iván Saldaña and Lewis Hamilton had gone beyond the world’s expectations to make something that shouldn’t be possible. We obsessed Almave’s visual identity to ensure the world would know, even at first glance, this was something they had never seen before. We developed a system of codes to distill the essence of the brand into quickly identifiable design elements. These codes, e.g., brutalist forms, art deco-inspired typography, agave plants, Jalisco’s red soil, fire, etc. — will anchor Almave’s creative for years to come. Every detail of the identity ladders up to our brand position: “Go Beyond Proof.” Every decision in our design guidelines is backed with a story. This gives Almave endless hooks for future campaigns and storytelling.

The launch campaign received over 2 Billion PR impressions over 175 placements. Across all social platforms, Almave gained 113,000 followers in its first two weeks of online presence, which amounted to 185 Million impressions and 11,000 mentions. The anthem video, alone, garnered 3.2 Million views within a month of launch. The website saw more than 300,000 sessions in the first week of launch, and the email list gained 43,000 subscribers in that time. In terms of product sold, there was 30% volume sell through on day 1 and total inventory sold out within three weeks of launch. 99% of sales are attributed to organic digital marketing, with organic social accounting for 50% of total website traffic and ⅓ of sales.