DeLeón Tequila - Laser.nyc

DeLeón Tequila

Crafting the brand’s evolution into a leader in the ultra-premium tequila market. By blending heritage with modern sophistication, I redefined DeLeón’s identity through iconic bottle designs, bold campaigns, and exclusive events. This work set a new standard for innovation and luxury in the spirits industry. DeLeón is produced in the town of Purísima del Rincón in the Mexican state of Guanajuato.

Key Contributions

Roles:

Art Direction, Visual Brand Identity, Events, Print, and Out-of-Home (OOH) Advertising Campaigns, Brand consistency

Focus:

Elevate DeLeón Tequila to stand out in a competitive market and strengthen its brand positioning.

Taste the

Difference

From its signature ornate closure to the premium glass design, the idea was to distinguish the DeLeón Tequila bottle to balance bold visual impact with ergonomic functionality. The fine-line detailing enhances its striking presence, while the crowning metallic closure exudes elegance and sophistication, ensuring it stands out on any bar.

Creative Concept

The first campaign was built on the theme of indulgence and self-expression, captured by the tagline “Vice Is Its Own Reward” and “Made in Mexico. Rockin’ the World.” These taglines encapsulated the dual identity of the brand: rooted in traditional Mexican culture yet unapologetically contemporary and daring.

Outcome

Overall, the campaign positions DeLeón Tequila as more than just a beverage—it’s a statement of taste, refinement, and bold individuality. Taste the Difference.

Campaign Photoshoot

The campaign seamlessly wove the brand’s Mexican heritage into the imagery, ensuring authenticity and cultural resonance. Rich textures and traditional motifs capture the essence of DeLeón’s bold identity.

DeLeón Tequila presents "The Nur Khan Sessions"

Featuring "Crystal Castles" and other bands at Don Hill's, New York City, USA

DeLeón Tequilla presents the Nur Khan Sessions

A special performance by Crystal Castles

A tribute to our Rock'n Roll partner in crime, Brent Hocking & DeLeón Tequila

Branded Content

I designed a suite of marketing assets for DeLeón Tequila, including striking posters, billboards, VIP menus with metallic finishes, and exclusive event invitations. Each piece reflected the brand’s bold luxury and sophistication, creating a cohesive and elevated experience.

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Differentiate in the Market

Set apart in the competitive spirits market by fusing artisan craftsmanship with a bold, contemporary lifestyle, the DeLeón Tequila advertising campaign and event selections exemplified the art of merging cultural authenticity with modern luxury branding. Through intricate design elements, striking visuals, and compelling narratives, the campaign positioned DeLeón as a premium tequila embodying individuality, indulgence, and cultural pride. It redefined luxury branding in the spirits industry, affirming that “vice is its own reward.”

DeLeón Tequila, along with Nur Khan, hosted New York Fashion Week’s grand finale with the DeLeon Tequila Rock Lounge and Nur Khan Electric Sessions featuring Guns N’Roses at HIRO Ballroom.

The biggest names in fashion, music, and Hollywood all came out for the big bash including Matt Damon and his with Luciana, Jimmy Fallon, Chelsea Clinton, Olivia Wilde, Jason Sudeikis, Sienna Miller, Tom Sturridge, Taylor Momson, Evan Rachel Wood, Jamie Bell, Kellan Lutz, Jonathan Cheban, Hilary Rhoda, Sean Avery, Byrdie Bell, Cory Kennedy, Jessica Hart and Timo Weiland.

DeLeón Tequila, along with Nur Khan, hosted New York Fashion Week’s grand finale with the DeLeon Tequila Rock Lounge and Nur Khan Electric Sessions featuring Guns N’Roses at HIRO Ballroom.