Purple Creative Captures ‘The Magic of Oak and the Art of Time’ in Seco Herrerano Launch
Purple Creative has created a campaign to launch Seco Herrerano Reposado Cristalino, an aged Panamanian white spirit from the distillers at Varela Hermanos.
As the world’s first Reposado Seco, this expression is pushing the boundaries in the category. Aimed at Panamanians who appreciate refinement, the bottles will grace the most prestigious mixology bars in Panama and become a high-end alternative for discerning visitors in travel retail.
Purple created the launch campaign to represent the smooth and refined character of Seco Herrerano Reposado Cristalino in a premium and distinctive way. The spirit is made in a four-column distillation system, before being patiently rested in French oak vats and then double-filtered through charcoal – creating an elegant white spirit that has all the depth, refinement and smoothness of an aged liquid but none of the colour.
The poetic headline ‘The magic of oak. The art of time’ beautifully evokes the craft of Varela Hermanos’ Master Blenders, how the French oak vats transform the distilled sugar cane juice and the resting period that all combine to make the new Reposado Cristalino spirit unique.
The Purple team worked with London photographer Ted Humble-Smith to create a key visual that captures the essence of the Reposado Cristalino transformation process – all created ‘in-camera’.
“This really was a magical project to be involved with, a natural evolution to the Spirit of Panama platform we created a few years ago," said Gwyn Edwards, creative director, Purple Creative. "For the campaign, we wanted to visually reflect the innovation and craftsmanship in a captivating and story-telling way. I think it's pretty unique to associate wood and white spirit, yet stills deliver the purity, clarity and preciousness of the final smooth liquid. The falling crystals add a luxurious mnemonic for the new Cristalino expression. And the dappled light brings Panamanian warmth and texture. We’re really proud of the result!”
A miniature oak vat was built by hand, lighting was carefully perfected, and hundreds of crystals were dropped and shot in high-speed photography to frame the beautiful new bottle.
As well as OOH print and digital executions of the campaign key visual, the launch communications have been enhanced with stunning supporting bottle detail images, copy guidelines and a campaign toolkit.
“We are delighted with the work the Purple team have created," said Eduardo Miranda, innovations director, Varela Hermanos. "The imagery really captures and showcases Panama’s craft, passion and ambition – and makes every Panamanian feel proud of the exceptional products our country can create. We are confident our Reposado Cristalino will soon become a firm favourite with discerning drinkers everywhere, from local mixologists to global visitors.”
Seco Herrerano Reposado Cristalino is the latest expression in the Varela Hermanos portfolio of carefully crafted drinks, pushing new boundaries in the category and reaching new audiences.
Seco Herrerano Reposado Cristalino was released in March 2026. It will be rolled out in travel retail by the end of the summer.
