In an era where celebrity-backed tequilas dominate with glossy, indistinct branding, JDO set out to bring soul back to the shelf. The global independent design studio has unveiled a bold redesign for Altos Tequila that celebrates the artistry of Mexico’s local makers through vibrant, rótulo-inspired visuals, dynamic packaging, and a design system that pulses with cultural authenticity. “The upper end of tequila has become slick and a bit superficial. We set out to create belief in Altos as the authentic antidote,” says Ben Ridley, Creative Director at JDO NY. “At the heart of our creative thinking is a celebration of the makers – of both tequila and cocktails.” Led by JDO’s New York team, the redesign aims to create belief in Altos’ brand promise and boost its visibility on-shelf and on back bars across the globe. From label to photography, every element honors the spirit of Los Altos and the makers who bring it to life. Throughout the creative process, JDO rejected brands that treat culture as aesthetic; instead, immersing themselves in the creative heartbeat of Mexico City, working with local artisans, collecting rótulo inspiration, and hand selecting details to ensure nothing felt performative or surface-level. “We became obsessive about making every element feel true to place,” says Ridley. “From type to texture, everything was sourced, hand-painted, or inspired by real life.” In pre-launch testing, the redesign drove a 30% increase in purchase intent, while lifting perceptions of authenticity and shelf standout – validating JDO’s design-led strategy as a powerful business driver. “Tequila is the second-fastest growing spirits category in the world, with premium driving momentum,” says Sam Leventhal, Client Partner at JDO NY. “This global redesign was an opportunity to give Altos the standout it deserves, dialing up awareness to help it break into the top five premium tequila brands globally.”