Capturing a legacy unlike any other

Mi León Tequila

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. 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. 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.