With more than 225 years of crafting tequila under their belt, Jose Cuervo rightfully holds the claim as “The Father of Tequila.” To help showcase this authenticity Mekanism partnered with lettering artist Abraham Lule and the digital type foundry XYZ Type to create six custom hand-painted typeable font families that were directly inspired by Mexico’s rich history of sign painting. These font families were then used as a connective thread in our designs across Cuervo’s diverse portfolio offerings.
Partnering with digital artist Mike Campau we created the debut look for Cuervo's new Cristalino.
To encourage engagement we concocted the Margarita Shake Up interactive microsite where fans could experiment with ingredients and propose Cuervo’s next ready-to-drink margarita flavor.
While navigating the obstacles of productions in a post-COVID world, we planned and directed a week-long remote shoot in Jalisco, Mexico. Working with Believe Media we captured a vast array of footage and photos for brand spots as well as for building a comprehensive video and image library for future use.