dwayne the rock johnson isn't just a gym rat he's also an insanely successful businessman
and recently he mastered the art of branding to make millions of dollars with well tequila
jealous maybe a little bit but we can all learn a lot from what he has done with his brand
the rock used several key branding techniques that when done properly can create truly explosive
growth for any kind of business that's not the only thing though these techniques can actually
be transferred over to your projects as well the main way the rock managed to create huge success
with his branding has been through telling a story or interweaving a story with him his tequila brand
no not quite like that you'll soon see that this is something you can do in your designs
and projects too but first of all what did he do and let's see what the rock is cooking the
name of his tequila brand is terra mana now you might be asking why is this even important in the
first place well as far as the brand name goes it pays a homage to the rock's polynesian roots
where the word terry means the earth and the word mana means spirit so terra mana loosely
translates to spirit of the earth if we begin to collect data on this storytelling technique
we can see the brand name automatically relates to the rock's background and heritage by referring to
his polynesian roots but also consider the name literally terry or earth is a great word for a
tequila brand because tequila is taken from the agave plant and if a tequila brand can create a
story or conscious connection to natural things it will work wonders which we will soon see from
the brand name we then look at the label design itself here we see the story being told again
but it does go deeper we can see the agave fields of mexico on the label and then a very clean and
minimal design good tequila is clean and also pure or so that's what i'm told anyway and this
label confirms that to the consumer and it also adds hints of gold to suggest quality
there is also a stamp style motif that supports quality and the typography choices are very
traditional in regard to southern american culture so heading back to our collection of
data the brand name itself starts the story about the earth and then the label continues that theme
but also it had notions of quality purity and tradition to further pursue this story
the rock went to instagram and other online platforms to get the word out about the brands
but what he said was crucial the rock is actually a very clever branding and marketing entrepreneur
and here's how he continued the story online he made it clear to the public that his love for
tequila and connection to the brand means that he has to be involved with the production since
day one and also he watches over every step of the production process himself but not only that it's
actually a very high quality controlled process he publicly said this we harvest only fully
mature agave slow roast in old world brick ovens and distill in small 3 800 liter handmade copper
pot stills to bring out rich flavorful tequila and this reflects the earth that it comes from
he's very cleverly linking that process back into the story that's being told via the brand
it's a strong narrative that is being marketed to the consumer his product is high quality it's
rare because it's made in small batches and it's traditional because it uses traditional methods
and also of course it's linked right back to the earth so it's kind of natural and organic
this is what the consumer is led to feel okay sure the rock is a huge household name
and he's actually in the top 10 most famous people this year so you might think that whatever he made
and however he branded it his tequila would work that's actually false there are so many
celebrity endorsed alcoholic drinks out there and are often overpriced and mocked due to their taste
terra mana on the other hand is one of the most cost effective celebrity based drinks
in fact the blanco version is the most affordable celebrity-endorsed tequila to ever hit the market
the rock's constant involvement and pursuit of telling a specific story to the target audience
has ensured that this brand is a success throughout 2020 it sold 300 000 cases and
bagged millions of dollars now it really doesn't matter if you're working on a brand new project
a logo design or even something like a poster think about the story you want to
tell and why you need to tell it who the story is being told to and how you're gonna tell it
if your poster design is about central perfume that is quite different from other brands then
tell a story within the design of how the perfume is unique how its scent is captivating to others
and how the people who wear it will stand out from the crowd this is just an example of course
as for me i'm now heading out to grab some tiramana tequila to try it for myself
but if you guys haven't had your fill of graphic design goodness today
just click a video on screen and until next time guys design your future today peace