For the Zacapa playbook, the objective was to create a visual language capable of restoring value to the brand’s origins, reconnecting the product to its homeland, its raw materials, and the craftsmanship that defines its identity.

The concept is rooted in materiality. In raw surfaces, woven textures inspired by the petate, and the marks left by manual work. Elements that express a deep connection to the land and transform the sense of touch into a visual language.

Knowledge of the material becomes a sensory experience. Every texture, detail, and graphic choice recalls the journey from the native soil to the final product, translating Zacapa’s craftsmanship into a coherent system of tools and guidelines for its expression across luxury sales executions.

I was responsible for the art direction and the development of all the 

project.