ESPERO
TEQUILA

ESPERO TEQUILA

LOCATION:

BROOKLYN, NY

INDUSTRY:

FOOD & BEVERAGE

FOOD &
BEVERAGE

TOOL(S):

ADOBE ILLUSTRATOR

ADOBE
ILLUSTRATOR

REDESIGNED:

2024

.01 REQUEST:

Tanteo Spirits is an ultra-premium tequila brand. During COVID, the market shifted. The company wanted to enter the well tequila category, a more accessible price point aimed at Gen Z drinkers. Espero was born as their answer. After two years, the product wasn't meeting sales expectations, so it needed a branding refresh to better resonate with that same Gen Z audience.

.02 DELIVERY:

I developed a Mexican Y2K-inspired direction to reach a Gen Z audience. I took inspiration from young Y2K-era graphic artists in Mexico and Southern California. Bold black outlines and speckled textures give the lettering and illustration a graphic, tattoo-like edge. The minimalist color palette pulls from the vibrant aesthetics of popular restaurants in Guadalajara, the heart of tequila country.

.03 RESULT:

The direction landed well internally, and the Tanteo team got fully behind it. After Tanteo was acquired, the new ownership ultimately decided not to move forward with the rebrand.

ORIGINAL ESPERO LABEL

EXTRA DETAILS:

Espero has Blanco, Reposado, and Añejo tequila. When the three labels are aligned, one can see the couple on the goat aging. This represents the age of the tequila in each bottle, with blanco as the youngest and Añejo the oldest.