Brand identity for a premium ready-to-sip tequila

Caserne created the strategy and brand identity for Midi, a premium ready-to-sip tequila designed to introduce slow sipping tequila to Quebec. Positioned against the local perception of tequila as a low-quality shot spirit, Midi combines Mexican craftsmanship with a contemporary sensibility. The concept centers on the brand’s name and its goal of making the category feel brighter and more dynamic. The midday sun inspired the custom bottle and cap design, reinforcing the product’s spontaneous, all-day character. Caserne also developed a distinct expression for the two initial varieties: blanco, marked by green to signal fresh and herbaceous notes, and reposado, marked by orange to reflect a smoother, richer profile. Limited quantities are currently distributed across North America.