Challenge:
Mi León Tequila, a family-owned tequila brand distilled by De León Distillery in Jalisco, Mexico, faces the challenge of differentiating itself in a crowded market despite its unique story of being owned and produced by women. The brand seeks to stand out with a bottle and label design that captures its essence while also complying with mandatory label copy for Tequila Label Regulations. Additionally, the design must appeal to a younger, price-conscious consumer demographic looking to expand their tequila horizons.

Approach:
To create a label that effectively communicates the story of Mi León Tequila, the designer drew inspiration from the founder’s life story and the visual culture of her hometown, Zacatecas, Mexico. In-depth comparative research on competing tequila labels informed the creation of a unique and distinctive design. An extensive process of sketching was conducted to explore many different type lockups and icon variations for the logo and label layout. The final logo uses a simplified portrait of the founder, creating a clear connection with a the brand story.

The label prioritizes legibility by presenting the mandatory tequila copy in a clear and concise manner, ensuring that it is easily understandable to the target audience. Special finishes, including an etched application of the logo icon, gold foil typography, a custom folded paper seal, and an informational hangtag, give the bottle an elevated quality. The back label is printed with a landscape image which can be viewed through the glass bottle from the front. The ghostly image adds to the distinctive character of the bottle. The end result is a visually striking label that effectively communicates the brand’s story and resonates with consumers, appealing to their desire for a unique and authentic tequila experience.

Services: Brand Identity, Brand Strategy, Label & Packaging, Naming
Personality: Heritage, Maturity, Legacy, Discipline
Fonts: Kristal, Lagarto, Founders Grotesk