Revo Pisko (Concept)

Agency: Path
Type Of Work: Concept
Country: London, UK

‘Revó Pisko is the irrepressible companion to any night out, with a distinctly fiery disposition’

Pisko is Peru’s best kept secret – a grape derived spirit that’s perfect neat, or as part of a cocktail.

The rise of South America has been put into sharp focus by the Brazilian 2014 World Cup and upcoming 2016 Rio Olympics – as a result, the cultures found across the continent are being exported to Western economies in the form of food, restaurants and drink. This helped inform our decision to go with Peruvian drink, as consumers look to explore the South American continent beyond the glamour of Brazil.

‘Revó’ Pisko has been created by Path to tap into four prevailing trends: The age of crafted commodity, the maturing of the ‘Millennial’, shifts in perceptions of premium spirits and the growth of emerging markets.

Peru’s rich history, and its bold spirit of defiance, inspired Path to create a Pisko brand proposition – one that delivers values of rebellious subversion and provocation.

The Revo brand essence was defined as ‘the irrepressible companion to any night out, with a distinctly fiery disposition’ – focusing on not only the unique taste profile of pisko, but also its history as a product created in the 18th century as a rebellious reaction to the Spanish occupation.

The branded graphics are skillfully weaved into a label with intended naivety and studied rawness, evoking a spirit of uncontrived authenticity.

The history of Pisko informed the design and language of the branding which borrows heavily from the styling of spirit tax stamps, reflecting the heavy taxation that forced Peruvians to create pisko as an act of defiance. Paired with the textured, crafted values of the graphic, it unites to create the true rising ‘underdog’ brand. The reverse of the label shows a lino-cut style illustration with the phrase ‘purely peruvian’ which can be read through the product, to accentuate the clear, distilled quality of the spirit and to flaunt the true Peruvian origins of the drink

The bottle shape has a unique fluid equity that sets it apart from other spirit genres, resisting the clichés of neighbouring categories and delivering on its defiant values. The bottle closure uses concrete, which not only creates a seal of quality but also eludes to the unique production method of distilling pisko in vast, concrete tanks.