This week, Pura Vodka hit the market—another addition to the Libertad brand, with whom we’ve had the privilege of working on the creation of their gin and the rebranding of Destilería Libertad itself.
For us, this launch reaffirms everything we believe about brand identity, and more importantly, about what it means to build a lovemark.
You could say this process was a challenge for us at Estudio Nómade—but honestly, it wasn’t. Quite the opposite. It’s rare for a creative process to flow as smoothly and effortlessly as this one did, from the visual identity to the packaging and conceptual development.
Why? Because this product naturally embodies and amplifies the brand’s core values, reinforcing its personality and deepening its connection with its audience.
That’s why understanding the story behind this new product is just as valuable as the design work and brand analysis itself.
This journey began back in 2019, when we first met Nico. From the start, he conveyed his passion and determination to take on this project—reviving and leading Destilería Libertad in Uruguay, just as the Badel family had done in Europe many years ago.
Throughout this time, the key has been to stay true to a set of strong convictions:
– Offer a superior-quality product
– Prioritize sustainability and environmental responsibility
– Create a sense of harmony and aesthetic balance
Located on the outskirts of Libertad, the distillery itself is a true example of a sustainable and self-sufficient business. They source their water from their own aquifer, produce their own 100% organic alcohol, plant and harvest their own ingredients, and run on renewable energy.
Since that moment, we’ve had the opportunity to build the brand identity of both the distillery and its first product—Gin Libertad.
A one-of-a-kind gin, it managed to stand out in a highly competitive market and earn a loyal following thanks to its organic purity and exceptional quality.
Pura Vodka: A New Chapter in the Same Story
With the launch of Pura Vodka, we faced a fundamental question:
Should this be a sibling brand to Gin Libertad or something entirely distinct?
With the launch of Pura Vodka, we faced a fundamental question:
Should this be a sibling brand to Gin Libertad or something entirely distinct?
It became clear that the best approach was to position both products as part of the same family.
The challenge, then, was to communicate the same brand values across different products, while subtly distinguishing them from one another. Our solution? Maintain a consistent label design, making small yet intentional adaptations to set them apart.
From the very beginning, we approached this project with its market context in mind. This wasn’t a brand starting from scratch—it was launching under an already established name with a highly successful product (Gin Libertad).
That led us to some key questions:
– Should we design a label similar to the gin to ensure market acceptance?
– Should we emphasize the new product name, “Pura,” over the Libertad brand?
– What impact would each approach have on positioning and perception?
Two Creative Paths to a Final Decision
To reach the best solution, we developed two distinct creative approaches before making a final call:
“Purity” Approach – Creating a new “Pura” brand, closely linked to Destilería Libertad but visually distinct.
“Sibling Products” Approach – Designing a label similar to the gin, with Libertad as the most prominent visual element.
From the start, it was essential for us to be true to the name and what it represents.
This also meant navigating production challenges, such as working with transparency effects while ensuring that materials were cost-effective and feasible.
Once we brought both concepts to life and visualized them, we collaborated with our client to make the final decision.
We ultimately prioritized “Pura” as a standalone brand while keeping it within the Destilería Libertad ecosystem.
This approach protects the equity of existing products while creating space for new growth and positioning—all within a cohesive brand system.
A Truly Pure Brand
We hope you love the process and the final result as much as we do!
Discover more about @destileria_libertad—now recognized as a true seal of quality.
See the final result here.
At Estudio Nómade, we’re excited to continue working on the growth of Libertad—a brand that is, in every sense, truly pure.
