The challenge

Rastro needed a visual identity that felt earthy, bold and modern. The team wanted something that captured the craft of tequila production without leaning into clichés or overly rustic styles. The challenge was to design a look that felt premium and contemporary while staying grounded in the brand’s origin and personality

My approach

I built the identity around the meaning of the word Rastro, focusing on the idea of the trail and the journey from agave to finished spirit. I explored textures, clean shapes and strong contrast to create a look that felt crafted and modern at the same time. The aim was to create a visual direction that could translate naturally into packaging, communication and merchandising without losing its character.

The work

The final identity blends strong visual elements with subtle storytelling:

• A bold wordmark that feels modern and confident

• Clean typography with subtle texture to echo the artisanal process

• Imagery inspired by agave fields, smoke and transformation

• An earthy and grounded palette with high‑contrast accents

• Packaging with tactile finishes and a minimal layout that highlights the premium quality of the product

• Simple and scalable collateral for merchandising and communication

The result is distinctive and expressive without overwhelming the product itself.

The outcome

Rastro’s identity now feels grounded, premium and memorable. It communicates craft in a modern way and can expand easily across packaging, merchandising and brand communication. The new direction gives the brand a clear visual voice that resonates with a contemporary audience.