"Internationally recognized design firm Duffy & Partners has just redesigned the branding and packaging for Tequila Herradura, one of the oldest and most respected 100 percent blue agave tequila brands since

1870. The revamped Blanco, Reposado, and Anejo packaging will be seen on U.S. store shelves and in restaurants and bars this summer. 

"We feel privileged to work with such a well-respected company as Brown-Forman," said Joe Duffy, chairman and principal of Duffy & Partners. "Our goal was to use design to help position Tequila Herradura for international growth, yet maintain respect for its past with an authentic presentation. We used Mexican heritage, culture and spiritual folklore as the basis for our design inspiration and translated it to a worldwide audience."

Brown-Forman, one of the largest American-owned companies in the wine and spirits business, tapped Duffy & Partners to redesign Tequila Herradura's brand, identity and packaging. With a strategic vision to

the future, the company and Duffy used design to help position the brand for growth outside of its homeland, yet maintain respect for its past with an authentic presentation."