Ben Lawson

Information

PICA RICA

Branding + Identity

Agency: Dentsu Creative
Client: Diageo

Executive Creative Director: Andres Arlia 
Group Creative Directors: Allison Miller + Kelly Jenkins 
Senior Designer: Nicole Wang 
Design Intern: Ben Lawson
Photography: Just Chill Productions
A bold visual identity for the launch of a new tequila — Pica Rica: a bold, sweet, and spicy shot crafted with Tequila Blanco and pasilla chile & tamarind liqueur. It’s the ultimate ingredient for nights that demand unforgettable flavor.

“Pica Rica is the story of two spirits caught in an endless chase. The fiery Coyote brings untamed energy, setting the night ablaze. Just as things are heating up, the clever Conejo slips past with sweet, mischievous grace to temper the flames. It's a tale that invites you to flip the tables, and find new stories in the unexpected.“

The visual language is rooted in the idea of the unexpected — flipping the logo, typography, and illustrations while fully leaning into the duality of two characters.

Initial brand world/visual language concepts.

Merchandise.

Launch Event.

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