Agua de México: Design System
Agua de México — Designing a Luxury Brand System with Cultural Depth
Role: Creative Director
Sector: Luxury / FMCG
Focus: Brand systems · Cultural storytelling · Sustainable brand design
Context:
Agua de México is a startup luxury tequila produced by one of the world’s oldest distilleries. The ambition was to introduce the brand globally — not as a product, but as a cultural object.
The challenge: create desire without the budgets typically associated with luxury launches.
The Design Problem
How do you design a brand that carries meaning, restraint, and longevity — rather than relying on short-term promotional intensity?
The System Designed
- A visual identity grounded in Mexican craftsmanship
- A restrained editorial digital language
- A content framework balancing cultural depth and product presence
- A scalable brand logic adaptable across markets
Cultural authenticity was embedded through collaboration with a Mexican architect and historian.
Sustainability by Design
- Longevity over campaign churn
- Cultural authorship over appropriation
- Reduced asset turnover
- Structural consistency instead of disposable marketing
Outcomes
- 88% digital retention rate
- 74% active audience engagement
- One third of B2B clients acquired within three months
- ~50% of conversions via word-of-mouth
Closing Thought
This project demonstrates how clarity can replace budget.
When a brand system is strong enough, it carries itself.
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