Diversa Tequila / UPM (Finlandia)

1. The Challenge

A Collaborative 'Blind' Packaging Design Project

UPM Adhesive Materials invited us to design a premium tequila label that captured the premium experience from a Latin American perspective, as part of their global Premium Performance Label collection. But we saw a bigger opportunity: what if, instead of designing alone, we brought in other agencies from the region to create together?

That's how DIVERSA was born. At Tridimage (Buenos Aires, Argentina), we took on creative direction and invited four more studios: Boldrini & Ficcardi (Mendoza, Argentina), JVD Estudio (Santiago, Chile), INFINITO (Lima, Peru), and Lip / Lucho Correa (Bogotá, Colombia).

It was an unprecedented creative and collaborative experiment. Five Latin American design agencies would work together to create a single piece, each bringing its own vision of luxury and cultural identity, without seeing each other's work until the very end.

This project changed the way we think of ourselves as Latin Americans. The name DIVERSA reflects our belief that, in a fragmented world, the truly premium act is working together. When we set ego aside, we created something no single agency could have built alone.

Hernán Braberman Creative Director at Tridimage

Botella de Tequila Diversa con etiqueta premium entramada de estampado dorado y holográfico, nominada a Pentawards 2026.

Esquema conceptual del diseño de etiqueta de Tequila Diversa inspirado en patrones de tejeduría de agencias latinoamericanas.

Aplicación manual de etiqueta con acabados holográficos y stamping sobre botella de vidrio de Tequila Diversa.

Equipo de diseñadores de packaging de Tridimage analizando muestras impresas y etiquetas del proyecto Tequila Diversa.

Diseñadores de Tridimage evaluando el prototipo de botella de Tequila Diversa junto a un modelo 3D en computadora.

Detalle de etiqueta de Tequila Diversa con relieves, stamping dorado y tramas coloridas de alta precisión de impresión.

2. The Solution

Weaving Five Graphic Languages Into a Single Label Design

The inspiration came from traditional Latin American textiles, where strength doesn't lie in individual threads, but in how they interlace to form something greater. The name DIVERSA reflects our belief that, in a fragmented world, the truly premium act is working together.

The Diversa label was produced with materials from UPM Adhesive Materials' Premium Performance cataloghe, developed specifically for demanding packaging design applications in the wine and spirits industry.

These materials are designed to withstand demanding conditions such as ice bucket immersion. Their superior mechanical properties also make them compatible with high-speed conversion and complex finishes.

Each agency designed one quadrant of the label, contributing a unique creative voice, a fragment of cultural visual identity that, together, form not a single author's design, but a choral creation: a visual story of Latin American unity through diversity.

Collage de fotos de diseñadores de 4 agencias latinoamericanas: Boldrini & Ficcardi (Mendoza, Argentina), JVD Estudio (Santiago, Chile), INFINITO (Lima, Perú) y Lip / Lucho Correa (Bogotá, Colombia).

Muestras de etiquetas de bebidas espirituosas premium sobre papel especial, incluyendo el diseño de Tequila Diversa.

Catálogo de etiquetas UPM con el diseño de Tequila Diversa impreso en relieve y acabados especiales para packaging premium.

3. The Results

Latin American Packaging Design Takes the International Stage

When all the pieces came together, the result was five voices singing in harmony, with a shared creative DNA.

Diversa marks a significant moment for Latin American packaging design. Not only for the quality of the result, but for the collaboration model it proposes: agencies that normally compete with one another, working together to elevate the creative identity of an entire region.

The project was shortlisted among more than 2,000 entries from 66 countries, in the Best Collaboration subcategory, within Brand Identity & Connected Packaging, at the 2026 Pentawards. It also picked up a second nomination, for the KURZ Best Use of Embellishment Award. Winners will be announced on October 16, at the Pentawards' 20th anniversary gala in London.

Collaborating means letting go of control. That's what this project was: no seeing each other, no coordinating, no comparing ourselves. Each studio worked in silence and sent its piece without knowing what would come next. When I saw the finished label, I understood that diversity doesn't divide. It multiplies perspectives, symbols, colors, rhythms. Diversa Tequila is more than a design project. It's an encounter.