I worked with Malibu-based tequila connoisseur Gene Fein to design a wordmark and set of labels for a new 100% organic tequila brand called Clemente Tequila.
Here’s a sample from the sketchbook, trying different wordmark forms, and experimenting with ways to fit the required text (sol, fuego, agua, tierra) into the label.
Six labels were produced. Three front and three back, for blanco, reposado, and anejo — each signifying various ages of tequila (blanco the youngest, anejo the oldest).
“While everyone is staking out the high-end market with heavy crystal bottles, fancy shapes, and minimalist designs with flowery, even pastel looks, we have chosen a classic, old school direction. The first tequilas were organic. Tequila as we know it was first produced in the 1800’s prior to the use of pesticides in Mexico (which occurred in the 1930s – 1950s). Our tequila has the look, feel, and taste of those first tequilas — the ones that came from small- to medium-sized farms and were produced in an artisanal style.”
— GENE FEIN
I made each border increasingly detailed to coincide with the richer flavour given by the ageing process. Different coloured paper stocks were used to blend with the colour of the tequila.
The design brief called for the addition of three names to be shown discreetly within the watermarked script. Each name needed to appear after the word ‘amor’ and be located in different places on the scroll. Those three names were: Lissa, Emery, and Jackson, for Gene’s wife, daughter, and son.
The Clemente wordmark was finished with a foil emboss, with printing by Tapp Technologies.
“David is an extremely creative, diligent, and reliable designer.”
— GENE FEIN
View more identity projects in my portfolio.