Madrugada is a premium, small-batch tequila crafted in a family-run distillery in Jalisco, Mexico. The brand was born from a clear ambition: to replace the dusty clichés surrounding tequila with a culture of refined appreciation more sipping than shooting, more conversation than commotion. Our task was to design packaging that communicates this new standard without losing the spirit’s origin. The solution had to feel grounded in tradition yet unmistakably contemporary, celebrating the craft behind each bottle while signaling a modern ritual of enjoyment.

Our creative direction draws on the meaning of “madrugada” the quiet hours before dawn—capturing a moment when night gives way to first light. Visually, this becomes a dialogue between restraint and richness: bold, characterful typography paired with considered illustration. A custom serif wordmark, with subtle calligraphic tension and sharp terminals, conveys heritage and confidence. It’s balanced by a clean sans-serif information layer for clarity on shelf and at the table. The combination provides a strong hierarchy that reads instantly from a distance and rewards close inspection with detail.

Illustrative elements reference the land and craft of Jalisco in a refined, almost architectural manner: line work inspired by agave leaves, field topographies, and volcanic silhouettes from the region. Rather than leaning on loud folklore, the drawings are minimal and precise honoring origin without slipping into pastiche. A geometric border system nods to Talavera tiling and traditional textiles, condensed into a contemporary pattern that frames the label like a quiet, confident signature.

Materials and finish underscore the tactile promise of a premium spirit. An uncoated cotton paper stock carries a crisp letterpress impression for the primary mark, complemented by a restrained metallic foil—echoing the copper tones of the stills. A debossed agave motif adds dimension at the neck, while a numbered batch label and master distiller’s mark reinforce authenticity. The palette is rooted in midnight blues and warm neutrals, with accent hues that differentiate expressions across the range: crystalline notes for Blanco, amber warmth for Reposado, and a deeper tonal contrast for Añejo. The bottle silhouette itself is intentional: balanced proportions, a subtle shoulder line, and a weighty base for a sense of permanence, finished with a natural stopper and a paper tamper seal.

Sustainability informed the construction wherever possible: mono-material glass, water-based adhesives, and vegetable-based inks; minimal plastics across closures and seals; and a secondary shipper engineered for protection and compact shipping. The gift box—designed for premium retail and hospitality features a blind-embossed pattern field and a modest foil accent, keeping ornamentation purposeful rather than decorative.

Beyond shelf presence, the system is built to scale. Typography, illustration, color, and finish map cleanly to future editions, limited releases, and brand collaborations without diluting recognition. In use from bar carts to restaurant backbars—the label remains legible, photogenic, and unmistakably Madrugada.

The result is a packaging language that bridges heritage and progression: a striking typographic core, elevated by precise illustration and crafted materials. It invites a slower, more attentive experience of tequila—one that respects origin, embraces quality, and feels entirely at home in contemporary culture. In other words, Madrugada looks and feels the way the spirit tastes: refined, nuanced, and worth savoring.