Double Six Drinks came to us with their most exciting venture yet, introducing a truly authentic Mexican Tequilana to the UK market.

With a high-quality agave spirit sourced from Jalisco, the heartland of tequila, they needed a brand that would do justice to the product’s rich Mexican heritage while staying true to Double Six’s proud Yorkshire roots. The challenge was two fold: to craft a distinctive brand that would capture attention behind the bar and on retail shelves, while educating UK consumers about Tequilana, a spirit made from Blue Weber agave using traditional methods, but finished outside Mexico’s official tequila regions.

With a broad brief and a crowded tequila market, we knew success hinged on balancing authenticity with bold visual impact. Pico needed to feel rooted in tradition while standing out from the growing wave of tequila brands competing for attention in bars, restaurants, and retail spaces.

Every design element was shaped to honour both the product’s origin story and Double Six’s Yorkshire DNA. The name Pico, derived from the Mexican term for pick-axe, reflects the shared mining heritage of Mexico’s Jalisco region and Yorkshire’s coalfields. This dual heritage informed the design language, including a series of layered illustrations representing geological strata, symbolising the deep connection to the land in both places.The rugged textures and muted greys of Yorkshire’s mines sit in stark contrast to the vibrant depiction of the Blue Weber agave, highlighted with a raised gloss varnish. Together, these elements create a tactile, visually striking label that tells a story with every layer.

Having launched at the end of 2024, Pico’s arrival on the UK market has already been a huge success. Its punchy colours and confident typography command attention in dimly lit bars, while its authentic storytelling and high-quality finish give it the credibility to sit alongside — and stand apart from — established global tequila brands.
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The design brings two rich cultures together with respect and confidence, creating a product that feels both proudly Yorkshire and unmistakably Mexican. For a UK audience still discovering the nuances of agave spirits, Pico’s visual and verbal identity offers clarity, authenticity and intrigue in equal measure.