El Mayor is a handcrafted tequila grown in the highlands of Jalisco and aged using processes perfected by four generations of González family distillers. Time and again, El Mayor has earned its place as a premium tequila through awards, accolades and innovation. But with dated branding and a new expression launch on the horizon, El Mayor needed a sophisticated digital facelift to stand out in the extraordinarily crowded tequila market.

Brand Guidelines

As part of ushering in a cleaner, brighter brand look and feel, we developed an extensive toolkit that keeps the brand cohesive across channels. Textures and colors were inspired by the adobe buildings of Mexico, while inky illustrations gave the brand an elevated, personal touch, not unlike the brand’s handmade tequila product.

The brand guidelines included photography do’s and don’ts for distributing to influencer partners, boilerplate copy for quick reference and typography rules that captured the exquisite elegance of El Mayor.


Along with El Mayor’s updated look – which introduced luxe textures, elegant linework and a refined color palette – we launched a sleeker digital ecosphere, complete with a featured recipe carousel and easy-to-access expressions for a better user experience.

Make An Impression

El Mayor Tequila always rises to the occasion, worthy of your celebration. For this national tv spot, we let the tequila (and the atmosphere) do the talking.

Bring a bottle of Blanco, Reposado, Anejo or Extra Anejo to your next get-together and watch it disappear.


El Mayor is a story of passion that spans four generations of the González family. It’s a story that deserved to be shown as well as told. We coordinated a multi-day production in Mexico in which we would capture the entire tequila making process: the time-honored “Jicama Jima” process, the autoclave cooking and, of course, celebrating the end result. We paired this footage with a voiceover script recounting the passion and skill that have created the legacy known as El Mayor tequila.

Our photography focused on showcasing the people behind the brand, including Master Distiller Rodolfo and Brand Ambassador Grace. Bringing them into the forefront helps consumers create a more personal connection to El Mayor and reinforces the brand’s family heritage.

Roof-Top Shelf Tequila

Good friends. A beautiful setting. The perfect time of day. When one or more of these things align it’s a good time to enjoy El Mayor Tequila.

For our summer campaign, we captured hand-crafted cocktails, good conversation, and a lot of laughter from a beautiful rooftop, all at that golden hour. The perfect setting to get back together and enjoy the company of those we missed most.

New Bottle Design

In developing a campaign that would help announce and promote recognition of El Mayor’s newly designed bottle, we had to create something that would remain visually fresh despite constant use of bottle heroes while staying uniquely El Mayor.

Thus was the Elements concept – a concept that places the bottle at the center of imagery that evokes the flavor profiles and notes of each of El Mayor’s tequila expressions. We created Instagram static images and gifs with peppercorns, floral illustrations, caramel animations and gilded fruit photography to demonstrate the bold flavors of El Mayor while not fatiguing the audience with bottle shots.

We also developed a :15 YouTube pre-roll remotely during the coronavirus pandemic to help promote Drizly delivery messaging during a peak in YouTube use.