Culture & News
Our strategy is anchored in three key pillars: family, legends, and Mexico. Family reflects the independent spirit of the Vazquez family, who have been pioneering agave farming for over a century, appealing to those seeking authenticity. Legends showcases the captivating stories of Don Cazcabel, the mythical snake charmer, inspiring us to dream big and explore boldly. Mexico serves as a vibrant backdrop, capturing the collective spirit of the brand and connecting with those who cherish culture and celebration.
We crafted a new brand mark—the Cazcabel Family Tree—symbolising heritage and craftsmanship, connecting past, present, and future. The tree represents Mexico, the snake embodies legends, and the roots signify family.
The cut 'pina' shape of the agave cactus gave us the inspiration for an own-able graphic shape used to frame imagery and contain the Cazcabel family tree.
We revitalised the brand's colour palette, blending Cazcabel’s signature blues and earthy tones with bright accents: warm hues for Family, fiery shades for Mexico, and a rich blue for Legends.
The preexisting graphic stripe represents Don Cazcabel’s mark of approval. We gave this element new powers to inject energy into typography and imagery.
We developed a clear typographic hierarchy, introducing Alternate Gothic Condensed Black, authentically sourced from a South American foundry, for its bold, unpretentious character, complemented by Basic Sans for its functional versatility.
Our evolved art direction shifted from faded vintage imagery to vibrant, candid, human-centric photography.
The refreshed Cazcabel brand and strategic framework exude authenticity and vibrancy, inviting consumers to engage with its rich heritage and compelling stories for years to come.
Cazcabel
A global strategy and brand refresh for the tequila with authenticity at its heart
Born in the Jalisco Mountains, Cazcabel embodies the essence of Mexico—past and present—with celebration at its core. YourStudio collaborated with Cazcabel to craft a fresh global brand strategy and energise its visual identity. Building on the established name and wordmark, we reimagined existing brand elements, creating tools for consistency and impact.