DIVERSA Tequila

DIVERSA Tequila is the result of an unprecedented creative experiment, showcasing the exceptional talent and cultural identity of Latin American design. Convened by UPM Adhesive Materials as part of its Premium Performance Label Collection, the project successfully positions regional design on the world stage through radical collaboration.

The initiative began when UPM approached Tridimage (Buenos Aires, Argentina) to design a premium tequila label. Instead of working alone, Tridimage saw a greater opportunity: uniting five leading Latin American design agencies to create a single piece.

Tridimage assumed the creative direction and invited four other studios: Boldrini & Ficcardi (Argentina), JVD Estudio (Chile), INFINITO (Peru), and Lip / Lucho Correa (Colombia).

The inspiration came from traditional Latin American textiles, where strength lies in the way individual threads intertwine to form something greater. The name DIVERSA reflects the conviction that, in a fragmented world, the truly premium act is working together.

The core of the experiment was its unique process: each studio worked in complete isolation, without knowing the creations of the others. There was no exchange of sketches or alignment meetings—only a shared premise: to design from the perspective of exuberance, identity, and the Latin American view of luxury.

When the five pieces were finally unified, the result was five distinct voices singing in harmony, revealing a common creative DNA. DIVERSA represents a significant moment for Latin American design, demonstrating that agencies that normally compete can collaborate to elevate the collective creative identity of the entire region.