El Tesoro: The Artisans’ Champion
Role
Lead designer and art director
Art direction
Design direction
Campaign
Website design
Brand guidelines
Building on the creative platform and packaging design, I defined the brand world visual identity. The brand world aesthetic created is refined and premium, featuring soft pastel hues complemented by gold details in the typography and brand icons. Emphasising craftsmanship, we partnered with a Mexican printmaker to produce hand-cut lino artworks that illustrate the tequila production process. Artisanal textures have been introduced into brand, marketing and event assets through using materials such as linen, leather and natural papers.
I provided the art direction for a content photoshoot for social media and marketing, which resulted in a collection of vibrant product and cocktail images that embody the artisanal spirit and provide taste appeal.
A comprehensive global toolkit was initiated including extensive guidelines for brand assets and demonstrated several applications in both print and environmental settings.
