makefire creative
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Espolon Tequila —
Liquid Revolution of Mexico 




Espolon is one of the most successful brands in the Campari portfolio.
The brand was born from a simple insight. Consumers were looking for
the authenticity of a product consumed by true Mexicans.
The brand was inspired by J. G. Posada, the famous Mexican engraver that told stories of every day life, struggle and social injustices in Mexico. Espolon reinterprets scenes from this Mexican legacy, defining a visual narrative across the bottles.
The various scenes depict a moment in Mexican history. A rooster named," Ramon" was introduced and named after the master distiller. He is a key participant in every story, always appearing in an unexpected manner.  The success of the brand led to the introduction of a new line of reposado tequilas aged in specialty barrels. Building on the same theme, and highlighting the specialty barrel component, we created a long illustration depicting the barrel making assembly line. It shows the making, handling and aging process, with Ramon continuing to be present as a symbol of independence.

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