What it had to solve
A premium ready-to-sip tequila rooted in Mexican tradition but meant to be enjoyed spontaneously, slowly, on any occasion — a pack that reads refined yet lively, launching in Canada.
The idea
The bottle and its custom-made cap take their form from the sun at its zenith at noon — the hour the brand is named for — with each expression colour-coded.
How it works
Two expressions at launch: a fresh, herbaceous blanco with an invigorating green hue and a reposado with orange undertones promising richness, each in the noon-sun bottle with its custom-made cap. The first bottles went out through a restricted circuit to nurture exclusivity.
What it did
The Dieline featured the design on 26 June 2024; no sales figures were published.
Background
Midi, designed by Caserne in Montréal, is a premium ready-to-sip tequila line built to restore tequila to its rightful prestige — crafted to be sipped slowly on any occasion rather than thrown back as a shot.
The bottle concept and its custom-made cap originate from the sun at its zenith at noon, the hour the brand is named for. The range is colour-coded at launch: a fresh, herbaceous blanco in an invigorating green hue, and a reposado with orange undertones that promises richness and flavour.
The first bottles launched in Canada through a restricted circuit, nurturing a sense of exclusivity. The Dieline featured the design on 26 June 2024, crediting Jodi Heartz and Alex Blouin.
Why it lands
Tequila's shot-and-salt reputation works against sipping positioning, so the pack has to signal premium before the liquid can.
A shape drawn from the brand's own name gives Midi a form it owns instead of the category's agave-and-eagle clichés.
Colour-coding blanco and reposado makes the range scannable and keeps the 'touch of sunshine' promise visible from the shelf.
What you can take
When the brand name is a time of day, design the pack to tell the time: a form borrowed from the name itself makes the story legible before a single word is read.
Since then
The Dieline covered the design on 26 June 2024; no commercial results were reported.
FOLLOW THE EVIDENCE
The sources
- Midi Adds a Touch of Sunshine to Tequila thedieline.com