INDUSTRY: Distilled Spirits
SERVICES: Brand Identity, Logo, Packaging, Brand Assets, Presentation Decks, Business Cards, Event Tents & Banners, Merchandise
ABOUT THE ROLE
Don Rico is a family-owned tequila brand rooted in tradition and a deep love for the craft. What began as my dad's personal passion, shaped by years of trips to Jalisco, hundreds of tastings, and friendships built along the way, eventually grew into something bigger than any of us expected. He had a vision to share his experience with the world, and before long, the whole family was part of making it real.
My entry into Don Rico started with a simple ask: draw a logo. I sketched out a first draft fully expecting rounds of revisions, but they loved it immediately, and just like that, my design was on every bottle. Over time the logo evolved as the brand did, and so did my role.
As the in-house designer I've helped shape Don Rico into an upscale, authentic, family-run tequila brand. My work spans visual branding, bottle design, packaging and labels, merchandise, murals, and branded collateral, all with the goal of reflecting the heritage, care, and intention that goes into every bottle.
BRAND IDENTITY
At it's heart, Don Rico isn't just tequila, it's a family story. We wanted the brand identity to reflect that heritage while also speaking to today's audience that values craft and authenticity. Visually, I built a look that's bold, premium, and rooted in tradition. The logo, color palette, and typography were all chosen to feel timeless, but with a modern edge that stands apart from competitors.
LOGO
Inspiration for the logo came from a bird's eye view of one the first agaves my dad visited in Mexico. With the majority of tequila brands opting for a side profile view of the agave plant, Rico wanted to stand out with a different perspective.
TYPOGRAPHY
At the beginning of this journey, I had only been responsible for the agave logo. The typeface was chosen by a designer in Mexico and the labels were designed by Rico using Microsoft Publisher. As my graphic design skills improved, I was tasked with recreating the labels in Adobe Illustrator and as a maximalist, I felt that the old logos were just way too plain for a premium, up-and-coming tequila.
LABELS
I wanted the label to truly reflect how unique the product is. It needed to look and feel premium while standing out against other bottles on the shelves. I took inspiration from Aztec, Spanish, and art deco designs to create the new labels.
Extra Añejo
PACKAGING
I’ve led the design evolution for our latest lineup, crafting updated packaging for all three original expressions in both 750 mL and 375 mL formats, as well as our upcoming Extra Añejo, all set to debut in Summer 2026. This special release features a Spanish tile–inspired motif I designed, etched directly into the glass. It's a permanent mark of tradition and craftsmanship that reflects our roots while raising the bar for what comes next.
MURALS
What Can't She Do?
The only two murals I’ve ever painted were created for Don Rico, commissioned by my family. I’ve always moved fluidly between mediums, but this was my first time painting at such a scale. It was bold, messy, and completely immersive. I’ll share more about the painting process on my mural page, but here I want to focus on the graphic design work that helped bring one of those murals to life.
