Tequila Herradura

Branding | Experiential Design

A table setting at Taste of Herradura, NYC

Immersive, experiential branded events across the US.

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Attendees spanning spirits industry heavyweights, food & beverage trade leaders, corporate partners, and influencers.

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Founded in 1870 in Amatitán, Jalisco, Mexico, Tequila Herradura is one of the oldest and most iconic tequila brands in the world. The storied distillery produces eight tequilas, including the world’s first Reposado, sold in 136 countries worldwide.

In the spring of 2025, I began an ongoing collaboration with the Las Vegas-based creative experiential agency Genuine Overkill. Embedded in their team, I worked directly with the agency’s founder and CEO to execute the print collateral, social media communications, swag, signage, and environmental graphic design elements which comprised an immersive, traveling campaign event called “Taste of Herradura.”

Over the course of this campaign, I would create thousands of pieces of collateral tailored to each event, helping bring in nearly 1,000 VIP guests to experience an elevated presentation of this classic tequila brand.

Problem & Process

Valued at USD 18.36 Billion in 2024, the global tequila market is vast, growing, and competitive. With a barrage of new distilleries achieving mainstream success in recent years — such as celebrity-backed brands like Casamigos or 818 — it has become imperative for a heritage brand like Tequila Herradura to reintroduce the public to their storied legacy while also celebrating their continued craftsmanship, authenticity, and relevance in this crowded field.

In order to pursue this objective, the team at Genuine Overkill developed an elevated event series called “Taste of Herradura.” Traversing the US, the series would bring together influential members of the food & beverage and hospitality industries to celebrate Herradura’s past as a long-standing icon while embodying its future as a premium option with a global footprint.

As a designer, my task was to produce a visual language for Taste of Herradura that would embody these two divergent goals, spotlighting this vital sense of heritage while also exhibiting a clean, contemporary, and forward-looking sensibility.