Tuaca Art

The brand had a historical tie to the arts and a recent history that we were challenged to capitalize on more directly. We decided to make POS so cool people would steal it. We wanted  the POS to be art itself, so we hired 4 illustrators, gave them very loose guidelines of do's and don'ts and let them interpret the brand in their own way. We also got the band to be a key sponsor of the National AIGA conference, a unique place or a liquor brand to be.