Services
Visual Identity
Brand Strategy
Packaging
Art Direction
Client
Tekira
Project type
Conceptual Brand and Packaging System
Year
2026
Tekira is a super-premium Blanco Tequila that bridges two distinct cultures: the raw, earthen heritage of Mexico’s agave fields and the refined, deliberate ritual of Japanese craftsmanship. The name itself is a phonetic bridge—the Japanese pronunciation of "Tequila." This project explores "Quiet Luxury" in a spirits market often dominated by loud, masculine aesthetics. The brand targets the high-end duty-free and luxury retail sectors, offering a drinking experience that is not just about the liquid, but about the ceremony of pouring it.
The global tequila market is currently saturated with "Wild West" tropes, rustic imagery, and industrial mass-market visual codes. The challenge was to disrupt this category by introducing a "Calm" aesthetic inspired by Japanese Zen principles without erasing the product's authentic Mexican provenance. Early concepts faced a specific tension of how to blend these cultures without looking like a "Western Saloon" poster or a generic commercial beer brand. Initial concepts using heavy drop shadows and lizard motifs leaned too far into rustic territory, while early "Red Sun" concepts risked looking like mass-market industrial products. The design needed to find a sophisticated middle ground, honouring the Jimador's labour (Mexico) while evoking the Artisan's seal (Japan).
The final solution centers on the concept of "Dual Heritage," summarized by the tagline Made in Mexico/Japanese in Spirit. The packaging structure features a tall, architectural cylindrical bottle topped with a solid glass sphere stopper as a subtle nod to traditional Japanese Kokeshi dolls and smooth river stones. The visual identity abandons standard black ink for a Copper and Rose Gold Foil palette, representing the colour of roasted agave hearts and copper pot stills. This metallic finish is paired with a matte cream "Washi paper" texture and deep red accents, elevating the brand to a luxury status.
