THE
TEQUILA
BRANDING
Tequila from the finest agave straight from Oaxaca!
El Lagartijo is part of the people, earth and all living creatures that surround the field. Hence the praise to the lizard that watches the grounds of Oaxaca.
“Agave.
The main
foundation
of our elixir.”
Symbol reduction
Symbol inspired by Faustino’s vission
Close up on symbol
Wordmark reduction
Close up on wordmark
El lagartijo’s primary brand colors with its symbol
Close up on wordmark / brand colors
Tequila shots, the love language in a glass: It's not about the quantity; it's the strength that sparks the magic.
Faustino Acosta
“Only the finest agave makes it through our process of becoming El Lagartijo tequila.”
Our journey with Tequila El Lagartijo
This tequila is founded on the family farm of Los Acosta. This land has ideal soil for the agave plant, and a large part of this land has been inhabited by lizards for ages. What better way to describe Tequila El Lagartijo with its main guardian - the field lizard of Oaxaca.
The symbol for El Lagartijo pays tribute to this creature that will continue watching over the fields of agave.
The process
The emblem of El Lagartijo honors this vigilant guardian—a tribute to the spirit that will continue protecting the agave long after each harvest.
Production:
Identity / Branding / Illustration
TEAM:
Frank J.
AGENCY:
Franck Coz Studio
DATE:
2017
The concept of El Lagartijo was born from the mind of Faustino Acosta.
As Faustino tapped into his childhood memories—chasing, running, falling, keeping lizards as pets—he drew inspiration from the wild playground of those fields. It was there he first caught the rare, unforgettable scent of the agave fields in bloom, which marks the plant’s final, brief moment of life.
Over the years, Faustino grew wiser, and more immersed in the agave’s life cycle, its process, its soul. Raised in this universe, he felt an unquestionable pull to carry the family legacy forward—while pushing the brand, the heritage, and the name of El Lagartijo tequila to new heights.
From day one, Faustino never compromised: elevating the taste and refining the craft, but always staying grounded in what mattered most—the foundation, the core, the family. Los Acosta.
– Case done, how about a shot of tequila?
