Fresh face for an elder statesman

El Jimador

el Jimador is the biggest selling Tequila in Mexico and arguably the world's finest blue agave tequila.
We needed to recognise the authenticity and status of el Jimador, whilst introducing the product in ready-to-drink form to an audience with little knowledge or understanding of sophisticated, high quality, premium tequila.
We used traditional Mexican wood cut patterns and the story of el Jimador (the name of the person who hand harvested blue agave) to create a picture of premium tequila and an understanding that not all tequilas are created equal.