Orgullo Ajeno Tequila
Deliverables
Brand Identity & Strategy
Website Design & Development
Packaging Design
Client
Orgullo Ajeno Tequila
Year
2023-2025
Info
Orgullo Ajeno Tequila is the first Mexican, LBGTQ+ and woman-owned tequila company. They produce high-quality, socially conscious tequila that is welcoming, inclusive, and representative of Mexican and LGBTQ+ communities and histories. The core goal for this project is to distinguish the brand’s story and identity from the oversaturated tequila market, amplify its unique sustainable and equitable practices, and develop a community that celebrates identity, quality, and empowerment for all.
Impact
Official partner of professional women's soccer teams in Seattle, WA, bringing LGBTQ+ and women-owned tequila to major sporting events
Launched in 15+ Total Wine & More locations across the Western United States within first year of launch
Available through 5+ national online retailers, expanding accessibility for customers nationwide
First Mexican, LGBTQ+ and woman-owned tequila brand to achieve regional distribution in major retail chains
Our Approach
I dove into what truly sets Orgullo Ajeno apart: it's the first Mexican, LGBTQ+, and woman-owned tequila company, bringing together heritage, pride, and sustainable craft in ways the industry hadn't seen. Through research and market analysis, I found that conscious drinkers were hungry for high-quality brands that reflected their values. My strategy centered on creating a bold, unapologetic visual identity that celebrates both Mexican tradition and queer joy, building "a culture of our own."
The Solution
The brand identity embraces vibrant, saturated colors inspired by agave fields and Mexican landscapes, paired with tactile typography that feels handcrafted and confident. I developed symbolic elements including the Jaguarito and Colima Perro mascots that celebrate Mexican heritage alongside icons representing community, sustainability, growth, pride, identity, and creativity.
Every touchpoint communicates "hecho con orgullo" (made with pride), from bottle design to digital presence, creating a flexible system that works across retail shelves, pride celebrations, and partnership activations while maintaining its distinctive, passionate voice.
Speaking From Experience —
“Finding the right graphic designer and brand strategist as a small business owner proved to be wildly difficult, but I am so grateful for having found Jessy as they helped make the entire process much easier. Their patience with my initial ideas, though at times vague, was crucial to the development of a cohesive brand identity for my tequila brand. Jessy not only listened to my ideas, but took the time to understand my vision, values, goals, and gave valuable input to help develop the spirit that I wanted my brand to reflect. I could not be happier with their help and hope to be able to work with them on future projects!”
— Diana Pulido, Founder & Owner
The Outcome
Orgullo Ajeno launched into 15+ Total Wine locations along the West Coast and became an official partner for professional women's soccer teams in Seattle, carving out real space in a market dominated by legacy brands.
The cohesive identity has supported expansion to national online retailers while keeping the brand instantly recognizable and shelf-ready. Beyond the metrics, Orgullo Ajeno is redefining representation in the spirits industry, proving that identity, craft, and pride aren't just compatible, they create something worth celebrating.
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