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05 Jan 2026 -Winners Announced
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El Arquero Tequila
El Arquero Tequila / Squad Studio | Graphic Design - Identity and Branding - Food
Image Credit : Photography: Lucas Peng, Tom Yau
Project Commissioner
Project Creator
Project Overview
After years leading teams on the cricket field, Aussie legend Adam Gilchrist has turned his focus to the agave fields with El Arquero Tequila.
Crafted with three generations of tequila-making expertise and brought to life by an all-star Australian team, El Arquero is made to break down barriers and bring people together with zero pretension and all heart.
First release is a Tequila Blanco and Reposado with an Anejo to follow.
Team
Brand Strategy: Terry Squadrito, Kylie Hudson Creative Director: Matthew Squadrito Designers: Lawrence Wilms, Zita Walker Production Manager: Chris Davey Project Manager: Lauren Temple, Ashleigh Jack
Project Brief
The celebrity liquor category is crowded and often superficial. From day one, Gilly and his team were clear: this couldn’t be another name-on-a-bottle exercise. It had to be real — a pure, additive-free tequila with a brand Australians could genuinely connect with.
Our brief was to celebrate true Mexican tequila artistry while creating a bottle that felt uplifting, approachable and unmistakably premium, a brand built for how Australians drink and celebrate today.
Project Innovation/Need
The standout feature of the bottle is a 3D moulded black silicone band, a clever riff on the way Mexican distillers hand-write batch details and secure them to sample bottles with rubber bands.
It’s a simple, tactile twist that stops you in your tracks and delivers an instant reach-for-it factor. As Gilly (Adam Gilchrist) says, “It’s the first thing people grab. They pick it up, feel it, and ask if it’s real… then start trying to peel it off to see if it’s something they can wear.”
Design Challenge
THE CREATIVE IDEA
People of the Sun, connects every layer of the brand: the liquid, the culture, and the founder’s vision.
Meet Max, the Sun Worshipper: arms outstretched to the sky, our central brand symbol. Inspired by the ancient tribes of Jalisco who worshipped the sun as the giver of life, Max embodies warmth, vitality, and that magnetic spark that brings people together.
THE BOTTLE
A beacon for how the founders wanted Australians to feel about tequila: uplifting, confident, and with zero pretension. Every detail was designed with purpose:
– A rounded finish on the rim that dresses up the naked neck and creates a beautiful pour.
– People of the Sun embossed on the heel as a hidden nod to its story.
– Max shining subtly through the base of the punt.
– Modest in weight, practical behind the bar, and locally produced near the distillery in Jalisco.
THE ‘SHOW STOPPER’ MOMENT
The silicone band. It unites the artisanal with the contemporary, the handcrafted with the collectible. It is what makes El Arquero instantly recognisable across a crowded shelf or back bar. Confident without shouting. Distinctive without over-designing or embellishment in a category known for both.
Effectiveness
“The response to El Arquero Tequila has been nothing short of phenomenal. Within our first month on shelves, we gained national distribution and secured over 1,500 points of distribution across major wholesalers, independent retailers, and leading on-premise venues around the country.
The support from the trade has been exceptional, with wholesalers moving stock quickly into stores and some of Australia’s most respected hospitality groups, including Mucho Group and Liquid & Larder — proudly pouring El Arquero across their venues.
The consumer response has mirrored that enthusiasm, with tasting events often selling through successfully within an hour. It’s proof that Australians were ready for an approachable tequila that delivers on both quality and brand appeal.”
– Dan Fitzgerald, Co-Founder, El Arquero Tequila
Graphic Design - Identity and Branding - Food
This award celebrates creative and innovative design in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
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