Antiguo de Herradura

(as DD at B-F)

Born from heritage. Designed to lead.

Originally a private reserve from 1924, Antiguo was shared with the world by Casa Herradura in 1995. With over 5,000 agave plants rooted in Jalisco, it now grows from both heritage and land.

Objective:

Revitalize Antiguo’s identity, design a bold new system, and give the brand the tools to connect emotionally with a new generation of tequila drinkers.

Approach:

1. Develop a strategic concept anchored in origin and reinvention

2. Redesign packaging to balance heritage and boldness

3. Refresh visual and verbal identity

4. Apply across all brand expressions to reintroduce Antiguo with presence

Perspective:

The best packaging design reflects what’s inside the bottle. Antiguo, born from creative conflict, balances reverence for tradition with a bold step into the future—anchored in craft, place, and cultural pride.

Collaborators:

Eric Weissinger, Leela Cyd.