Branding + Identity
“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. The colors represent each side of the tequila’s flavor profile, and the convergence of two respective patterns further symbolize the combination of heat and sweet.
Initial brand world/visual language concepts.
Merchandise.
Launch Event.
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
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