Tequila is a town in Jalisco, Mexico. When you go there to visit Jose Cuervo’s distillery, La Rojeña, you experience the brand’s incredible culture and hospitality.
The new identity is designed to embody everything the brand represents: tradition, authenticity, the very heart and soul of Mexico. As a result, this work has been completely integrated into the operations. It greets you as you arrive at the building, appears as hand-painted wall signage within the distillery, and is even embedded in the stone pavement of the courtyard.