El Espolón, is a Mexican brand of tequila that takes pride in and celebrates Mexican culture through its products. Incorporating many traditional Mexican symbols in their visual language. The tequila is produced at the brand-owned Distiladora San Nicolas in the Los Altos region of Jalisco, Mexico, famous for its cultivation of agave plants. The scope of the project consisted of creating a special limited edition line for a liquor company. The line had to have three flavors.
When designing a new set of labels, and visual language, the artist aimed to create something unique for the brand while still commemorating Mexican culture. The concept stemmed from Aztec iconography and art. The labels are meant to represent ancient Aztec art. The colors chosen are all taken from gemstones, like Jade, such gems were used in Aztec sculptures. Lastly, the most noticeable symbol used in this re-design is the skull, not only is it one of the most popular Mexican symbols, but it ties back to the original Espolón labels.