When you think of tequila, your mind likely drifts to sun-soaked agave fields, artisanal distilleries, and a distinct Mexican spirit. Yorkshire, on the other hand, conjures images of coal mines and industrial heritage.
But what happens when these two worlds collide? That’s precisely the challenge Leeds-based agency tackled in their brand identity for Pico Tequilana, a new agave spirit from Double Six Drinks that fuses Mexican tradition with Yorkshire grit.
Double Six Drinks approached OurCreative with a bold ambition: to introduce a truly authentic Mexican spirit to the UK market. But there was a catch.
While Pico is distilled from Blue Weber agave in Jalisco, Mexico, it doesn’t meet the legal requirements to be classified as tequila, similar to how Champagne and Scotch whisky have protected designations of origin. Instead of opting for a generic term like “agave spirit,” the brand embraced Tequilana – a name that stays true to its tequila heritage while carving out a new identity.
This classification presented a challenge. How do you build credibility in a market dominated by regulated tequila brands while still making Pico Tequilana feel distinct?
OurCreative approached it by leveraging tequila’s visual and cultural cues while incorporating elements of Yorkshire’s rich mining history.
The name Pico is a direct nod to the Mexican term for a pickaxe, connecting both regions’ deep-rooted mining legacies. This theme carries through in the packaging, where layered illustrations symbolise geological strata, visually linking the mining histories of Mexico and Yorkshire.
OurCreative design director Joe Wallis explains that “archival black-and-white imagery of miners represents the product’s historical ties alongside bright, modern colour layers reflecting the vibrancy of Mexican street culture”.
The studio also used textured paper stock to evoke Yorkshire’s coal mines and raised gloss varnish on the Blue Weber agave to create contrast, reinforcing the brand’s narrative and celebrating both the depth of history and the lively energy of contemporary Mexican culture.
Beyond its striking visuals, Pico Tequilana’s packaging is a tactile experience. The label’s die-cut design subtly mimics rock strata, reinforcing the idea of digging into layers of history. Meanwhile, the tamper seal is inspired by mining “pit checks,” which miners would use to clock in and out underground—a clever nod to Yorkshire’s industrial past.
“The label itself is very tactile,” says Wallis. *”When you rub your finger down the bottle, you can feel the layers. There’s a really heavy texture on all the archival black and white imagery, while anything modern, vibrant, and colourful is treated with a heavy gloss varnish.”
This balance between modernity and authenticity is key to Pico Tequilana’s positioning. It’s not trying to be a carbon copy of traditional tequila brands but instead embraces its own story, location, and craft.
Since its launch, Pico Tequilana has been making waves. The bold colours and layered design ensure high visibility on bar shelves and in dimly lit venues, while the strong brand storytelling resonates with consumers seeking authenticity and innovation.
“Our brief was initially very open and most likely challenging, but from day one, the proposition was met head-on in a hugely positive manner,” says Double Six Drinks sales director Jody Monteith. “Our brand vision was wholly embraced and gently nurtured. We are delighted with the reality we now have in ‘Pico’ Tequilana and look forward to the next brand journey we explore with OurCreative.”
By challenging expectations of what a tequila-adjacent spirit can look like, OurCreative has successfully crafted a brand identity that doesn’t just tell a story; it invites people to experience it. And in a saturated spirits market, that’s exactly what it takes to stand out.
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