Heritage distilled into a modern brand
El Búho Mezcal
El Búho Mezcal
El Búho Mezcal
An artisanal mezcal brand built on tradition, storytelling, and authenticity.
An artisanal mezcal brand built on tradition, storytelling, and authenticity.
An artisanal mezcal brand built on tradition, storytelling, and authenticity.
LAUNCHED
2010
Platforms
40 STATES
RATING
300,000+ UNITS
PRODUCTS
14 SKUS
INTRODUCTION
I led the creation and development of the El Búho Mezcal brand, building a complete identity system that translates multi-generational mezcal tradition into a distinctive, design-forward brand. Built in collaboration with tattoo artist Thomas Hooper’s illustrations and inspired by the Jimenez Mendez family’s owl amulet, the brand bridges heritage and contemporary culture within the premium spirits space.
INTRODUCTION
I led the creation and development of the El Búho Mezcal brand, building a complete identity system that translates multi-generational mezcal tradition into a distinctive, design-forward brand. Built in collaboration with tattoo artist Thomas Hooper’s illustrations and inspired by the Jimenez Mendez family’s owl amulet, the brand bridges heritage and contemporary culture within the premium spirits space.
STRATEGY
I positioned El Búho around authenticity and provenance—centering the Jimenez Mendez family, whose Don Isaac distillery has produced mezcal since the mid-1800s. The brand system was designed to elevate real lineage while supporting growth, including expansion into the L’Especial small-batch line. Co-founder Chef TJ Steele helped ground the brand culturally, connecting mezcal to food, community, and modern hospitality.
STRATEGY
I positioned El Búho around authenticity and provenance—centering the Jimenez Mendez family, whose Don Isaac distillery has produced mezcal since the mid-1800s. The brand system was designed to elevate real lineage while supporting growth, including expansion into the L’Especial small-batch line. Co-founder Chef TJ Steele helped ground the brand culturally, connecting mezcal to food, community, and modern hospitality.
STRATEGY
I positioned El Búho around authenticity and provenance—centering the Jimenez Mendez family, whose Don Isaac distillery has produced mezcal since the mid-1800s. The brand system was designed to elevate real lineage while supporting growth, including expansion into the L’Especial small-batch line. Co-founder Chef TJ Steele helped ground the brand culturally, connecting mezcal to food, community, and modern hospitality.
EXECUTION
I led the end-to-end design of the brand ecosystem, including bottle design, labeling, packaging, and all marketing materials. I translated Hooper’s artwork into a structured, scalable identity—defining typography, layout, and visual hierarchy across all touch points. The family’s story is embedded across packaging, digital, and experiential channels, creating a cohesive and immersive brand.
EXECUTION
I led the end-to-end design of the brand ecosystem, including bottle design, labeling, packaging, and all marketing materials. I translated Hooper’s artwork into a structured, scalable identity—defining typography, layout, and visual hierarchy across all touch points. The family’s story is embedded across packaging, digital, and experiential channels, creating a cohesive and immersive brand.
IMPACT
El Búho stands out in a crowded mezcal category through its clarity of story and strength of design. The system supports ongoing product expansion and reinforces a premium, culturally grounded brand with a strong, consistent presence.
IMPACT
El Búho stands out in a crowded mezcal category through its clarity of story and strength of design. The system supports ongoing product expansion and reinforces a premium, culturally grounded brand with a strong, consistent presence.
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