Diageo tasked us to create a new visual identity for Don Julio that would make it stand out against competitors in the world of Premium Tequila.

Using the color palette found in the towns, crafts and the architecture of Mexico we developed a distinctive and consistent system that helped differentiate Don Julio and communicate its main message: Don Julio is the Tequila For Those Who Know, because it’s the No. 1 Premium Tequila in Mexico.