Pride Packaging

For the fourth year, Hotel Tango Distillery has launched its annual pride series bottle packaging for the month of June created by agency-of-record Young & Laramore.

As a veteran-owned spirits brand proudly dedicated to welcoming all, Hotel Tango has been a sponsor or partner with Indy Pride for the last several years and for every bottle of Hotel Tango Pride sold the brand will donate $1 to the Modern Military Association of America, the nation's largest organization of LGBTQIA+ service members, military spouses, veterans, their families, and allies.

This year, Y&L collaborated with Brazilian artist Jun Ioneda to create a design that captures the idea of “Fervo é Luta,” a saying in Brazil among the LGBTQIA+ community that loosely translates to “To party is to fight/resist”—a reminder to be strong and serious about the struggle, but also to enjoy life at its best. The result is a joyous spirit in every sense of the word—one that lives on the bottle and beyond.

To bring the design to life, Y&L also used open-source WebAR triggered by a QR on the tag to create an AR experience to draw consumers into the spirit. You can check out a sample of the AR experience towards the bottom of that webpage.