El Tesoro tequila isn’t just a spirit, it’s a legacy. Crafted using time-honoured methods passed down by founder Don Felipe Camarena for over 80 years, every bottle is a testament to tradition, craftsmanship and cultural pride.

In a category increasingly driven by flashy branding and mass production El Tesoro wanted to tell a deeper story: one that celebrated the human hands, heritage and artistry behind the product. The creative platform “The Artisan’s Champion” was developed to reflect this ethos and I was brought in to bring it to life through a full brand world visual identity.

The goal: build emotional resonance with consumers who value authenticity, quality and connection - positioning El Tesoro not just as a premium tequila but as a true craft icon.