The client
El Espíritu is a premium tequila crafted in the heart of Jalisco, Mexico. Made from hand-harvested blue agave, slow-cooked in traditional ovens, and distilled with precision, it offers a complex character that appeals to both mixologists and tequila connoisseurs. The brand stands for authenticity, tradition, and a spiritual connection to its Mexican heritage.
Challenge
We were tasked with creating a comprehensive brand identity from scratch, encompassing everything from naming and messaging to visual identity and packaging design. The brand needed a distinctive name that would evoke mystique while honoring its Mexican heritage, additional naming for products, powerful tagline and slogans, and a visual language that would stand out in the crowded premium spirits category. We also needed to craft a complete brand & communication strategythat would position El Espíritu as both authentic and premium while avoiding tequila category clichés.
Solution
Beginning with naming, we developed "El Espíritu" (The Spirit) to create immediate connection to both the product category and its spiritual essence. This inspired the tagline and supporting slogans that reinforce the mystical experience.For the visual identity, we centered the design around the jaguar, a symbol in ancient Mexican mythology representing spiritual transformation. The vibrant orange palette evokes the warmth of agave roasting and Jalisco sunsets, while the label shape draws inspiration from pyramids, symbolizing the connection between earth and sky — much like how tequila bonds tradition with celebration. The packaging design extends this concept with textural elements that elevate the tactile experience.The identity system spans from bottle design to merch, creating a cohesive experience that feels both premium and approachable. The result is a brand with unmistakable presence that embodies the spirit of Mexico in every touchpoint.
