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
Symbol with its primary brand colors
Close up on symbol
Logo on display
Wordmark reduction
Wordmark on display
Wordmark with its primary brand colors
Bottle box made from recycled agave residual fiber
Business cards with its complementary elements
Small detail on the custom font, inspired by the lizards tail tip
Highlighting the detail on its wordmark
Merch
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 endures the journey to become El Lagartijo Tequila.
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?
