The Brand Concept.
A high-end tequila that brings a modern sensibility to a long tradition of artisan craftsmanship, combined with the unique profile of Jalisco, Mexico's blue agave grown in volcanic soil.
Mood Boards
These are collections of images on subjects and themes centred around the brand idea. This practice is part of the visual research process that helps establish a proven visual language for the brand's messaging.
The Reputable, Experienced Expert.
This brand is a specialty product that reflects the sensibilities of a successful agave farm owner and his social circle of entrepreneurial elites. He is just as much a man of the world as he is a local. He knows the fields and the process well. He can attest to the product’s quality and integrity.
The Preindustrialized Generational Legacy.
This brand is a local specialty. The process has been refined over generations and truly captures the essence of real tequila. This product is a local gem, the result of devotion and integrity.
An Exotic, Living Artifact.
This brand is a rare relic of an era long gone. A living representation of a tradition shrouded in mystery. It is brought back to the consumer as a secret known only to a few.
Brand Assets
Alebrije Illustrations.
Bottle Label Rough Sketches.
These are the rough sketches of early label design ideas centered around design themes and insights from the design research.
Bottle Labels
Blanco.
Also known as silver or plata tequila, it is bottled immediately after distillation or rested in steel tanks or neutral oak for up to 60 days. It is completely clear because it lacks the color imparted by long-term barrel aging. Features bright, crisp notes of natural sweet agave, citrus, earthiness, and a light black pepper finish.
Reposado.
Reposado tequila is a Mexican distilled spirit made from 100% Blue Weber agave and aged in oak barrels for 2 months to less than 1 year.
Añejo.
Aged 1 to 3 years in oak barrels. "Añejo" literally translates to "aged" in Spanish. Takes on a rich amber or dark gold color with smooth, complex notes of vanilla, caramel, oak, and baking spices. Less harsh than unaged blanco.
Extra Añejo.
Extra añejo tequila is a premier category of tequila aged in oak barrels for a minimum of three years.
