COLLINA VIOLA
CLIENT’S REQUEST:
Tanteo Spirits is an ultra-premium tequila brand but the company wanted to add a cheaper tequila to their product line. Thus, Espero was born. After two years, the product was not meeting sales expectations and required a branding refresh. Tanteo Spirits wanted to push the message of it being an 100% agave tequila
DELIVERY:
After exploring several variations and as Tanteo Spirits brought on new team members, this final version was the one approved by the group. We replaced the goat head with an agave to better reflect the brand’s identity and updated the color palette to shades of blue to emphasize the 100% agave message. I also adjusted the text hierarchy and sizing to improve legibility and visual impact.
Original
New 2025 Revamp
Tanteo Spirits was acquired by Ole Smoky Distillery during the process of revamping Espero. The first version shown below was created prior to the acquisition. The version beneath that was developed after Ole Smoky came on board and we began working with a new art director. The final version, shown above, was created under the direction of a new CEO who wanted to shift the brand’s focus.
For this version, the Art Director wanted to highlight the goat theme, as goats are a popular symbol in Mexican culture. I illustrated goats standing on top of one another, inspired by their tendency to climb and perch in unusual places. The goats are draped in blankets, which are often used to protect them from flies and the sun. I incorporated blue weber agave into the blanket design to reinforce the 100% agave message. To ground the label in a sense of place, I added a ranch landscape reminiscent of rural Mexico.
For this version, I developed this new take on American Traditional style, I drew inspiration from young Y2K-era graphic artists in Mexico and Southern California. The speckled textures add depth and dimension to the imagery, while the minimalist color palettes are influenced by the vibrant aesthetics of popular restaurants in Guadalajara, the heart of tequila country.
