Manitas Tequila
Branding and Packaging
I grew up avoiding tequila like the plague until I realized it was bad tequila that was causing all those hangovers. Over time, I have grown to love this spirit and its rich history. I have even traveled to Tequila and toured agave fields and tequilerias, hopefully making my Mexican ancestors proud. Designing for a sustainable tequila brand was an amazing experience.
Research and Discovery
My mother-in-law is from Guadalajara, so my husband grew up visiting family there and going to the agave fields in Tequila. He is a big-time lover of the spirit and knows all about the varieties and growing practices, so he was a wealth of knowledge.
Typically, tequila farmers cut down the stalks of the agave before it can flower, putting the bat population in danger. However, increased awareness led to a rise in bat-friendly tequila producers who allow their agave to bloom naturally rather than harvest the blossoms prematurely.
Process Sketches
Creative Challenges
Because so many tequilas are on the market these days, I had difficulty figuring out how to stand out from the crowd. The design needed to be eye-catching and easily recognizable from a distance.
Coming up with a tagline for the ad campaign was also difficult for me because of how short and to the point it has to be, but also catchy and relevant to the brand.
Final Label Design
With so many elements to work with, I opted for a simple color palette and sleek, geometric shapes. Manitas translates to “tiny hands,” so I chose a lower-case typeface for the brand name to reflect that.
Ad Campaigns
Mockups
I’m happy with the final design. Using such a limited color palette was a departure for me, but it helped balance the complexity of the label. I’m also glad I incorporated photography into the ads, as it’s not a medium I usually use (despite being the daughter of a photographer). It reinforced the brand's nature theme and made the ad more impactful, while highlighting the importance of pollinators for a major brand.