ALTOS

Celebrating the Makers 

REIMAGINING THE ULTIMATE TEQUILA FOR COCKTAILS

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Tequila is having a moment as the second-fastest growing spirit in the world. Premium offerings are driving this momentum, with lots of celebrity-backed bottles popping up in the category looking slick, if not a bit soulless.  

We helped Altos cut through the superficiality in the category with a bold new identity that celebrates the artistry of Mexico’s local makers with vibrant, rótulo-inspired visuals, dynamic packaging, and a design system that pulses with cultural authenticity.

MADE BY TEQUILA PEOPLE

Created by two globe-trotting bartenders and a maestro tequilero, Altos earned a reputation for craftsmanship that draws on centuries-old traditions and a flavour that shines in the most complex cocktails. 

Taking in the brand’s rich heritage and bold ambitions to break into the top five premium tequila brands, we defined the brand’s promise to awaken the Maker’s Mindset. Every aspect of the rebrand was crafted to create belief in this promise, giving Altos the standout it deserves to improve recognition, ignite brand growth and win over consumers worldwide. 

AWAKENING THE MAKER’S MINDSET

The promise to awaken the Maker’s Mindset is about authentically celebrating the brand’s Mexican heritage and real people behind Altos – spotlighting the grit, know-how and passion for making both tequila and cocktails.

Throughout the creative process, we immersed ourselves in the creative heartbeat of Mexico City. We collaborated with local rotulista Alina Kiliwa, who hand-painted all the lettering in the new typography in the expressive tradition of Mexican rótulo signage. Vibrant colours and perfectly imperfect textures were also carefully curated to give the brand world a rich, totally authentic feel.  

New photography deepens belief in the brand’s Maker’s Mindset promise with candid, reportage-style shots that capture real moments of friends bonding over cocktails. Shot on location in Mexico City with photographer Ana Lorenzana, the images honour Altos’ heritage and culture though a contemporary lens.

BELIEF IN EVERY CRAFTED DETAIL

The new bottle keeps the hammered-glass base while opening more space for the new hand-painted rótlos wordmark. The redesigned slip label amplifies artisanal credibility with a richer colour palette across the range delivering stronger impact at shelf. Pre-launch tests report a 30% jump in purchase intent that also lifts perceptions of authenticity.