Mijenta Tequila
Spirits • Campaign Design • Marketing Materials • Packaging Design
A premium spirits brand translated into a tactile visual world through art direction, packaging, and campaign design—bringing the character of the product into every touchpoint.
Hospitality collateral design
For Mijenta Tequila's holiday season, we designed a series of cocktail booklets exclusively for VIP clients and top-tier accounts, part of a broader push to position the brand as a lifestyle and hospitality partner rather than just a bottle on the shelf.
Each booklet paired seasonal reposado-forward recipes with a palette built around a deep, earthy green — a nod to the agave and the reposado's warmth. The design was offset by a rich gold that carried the holiday mood without tipping into cliché. The goal was to give VIP recipients something that felt like a gift in its own right: a keepsake that extended the unboxing experience and reinforced Mijenta's premium positioning at a time of year when gifting and entertaining drive real partnerships.
Experiential design
We also designed printable tasting mats used at individual tasting sessions and larger tasting events, where Mijenta had a significant on-site presence. These mats guided guests through a structured tasting: nosing, palate, finish — while reinforcing brand storytelling (agave sourcing, production process, flavor notes) in the moments before a purchase decision.
Because they were built for high-volume printing and repeat use across many events, the design had to stay legible and on-brand at a glance, functioning equally well as a teaching tool for staff running the tasting and as a takeaway that reinforced the tasting experience afterward.
Case cards & shelf talkers
Case carts and shelf talkers are two of the highest-impact, lowest-cost tools in liquor retail marketing. Case carts are the free-standing cardboard display units retailers place at the end of aisles or near checkout — they're a brand's chance to win incremental, unplanned purchases in a category where most buying decisions are made in-store. Shelf talkers are the small printed cards or tags that clip onto the shelf edge next to a bottle, calling out things like awards, tasting notes, or price promotions, right at the moment a shopper is comparing options.
Both are critical because liquor is a heavily browsed, comparison-driven category — a well-designed case cart or shelf talker can be the deciding factor between a shopper grabbing a familiar bottle and trying something new. I designed both for Mijenta, translating the brand's premium visual identity into formats that had to work fast: readable at a distance, persuasive in seconds, and durable enough to hold up in retail environments for weeks at a time.
