PRODUCT LAUNCH
In 2024, Casamigos introduced Casamigos Jalapeño, and I played a key role in preparing for the launch and promoting the new product. My work included creating fresh promotional materials and updating existing assets to feature the latest addition to the Casamigos family. Our goal was to engage new customers while also appealing to loyal Casamigos fans, leveraging the growing popularity of spicy margaritas to drive excitement and interest in the launch.
"EASY AS…" NECK TAGS
One of our key concepts was the “Easy As…” campaign, designed to showcase Casamigos' versatility and how effortless it is to craft a delicious cocktail with just a few ingredients and our new tequila. To complement this idea, I created bottle neck tags featuring simple 3-ingredient cocktail recipes. While not an official part of the campaign, these tags were intended to catch consumers’ attention, highlight the new product, and introduce them to the entire Casamigos family. The goal was to emphasize how easy it is to enjoy a Casamigos cocktail, regardless of which tequila they choose.
Photography by Scott Clark; Cocktail Styling by Kristin Clark
CASAMIGAS PHOTOSHOOT
I collaborated with the marketing team on a photoshoot to celebrate our new variant, playing an active role in the creative process. I provided feedback on props, backdrops, and overall composition to ensure every detail aligned with our brand identity. I carefully reviewed the photographs during and after the shoot to confirm they captured the essence of the brand and would resonate with consumers.
"TOO HOT TO HANDLE" SHIRT
Another campaign concept we explored was "Too Hot to Handle," a playful and cheeky message that fit perfectly with Casamigos' witty and lighthearted brand voice. As part of this idea, I designed a T-shirt inspired by the iconic "Thank You" grocery bag, repeating the Casamigos wordmark in a bold, eye-catching way, with a single "Casamigas" standing out as the focal point.
"SPICY MARGS" TEMPLATES
To support the sales team in promoting Casamigas, I developed a set of templates that were made available on on-demand platforms. These included two poster sizes (24x36" and 36x24"), a 5x7" menu with customizable drink listings, and a 5x3" shelf talker. The goal was to present the new variant in a visually compelling way while reinforcing its connection to the rest of the Casamigos family using our signature lifestyle photography and bold pops of teal.