Brief - 

Create a logo and label for a new high-end tequila importer with a strong old west feel. Incorporate the black cow (Vaca Negra) into the design. Make reference to blue agave and include “100% Agave Azul” and “Extra AÑejo”.

Rationale -

While the brief made it specific that they wanted an old west style I wanted to incorporate a hint to Mexico where tequila has its roots.

I chose to represent the black cow of the brand in the style of a Mexican sugar skull from the world famous day of the dead festival. 

This angle was not explore by any of the other 200 designers that tackled this brief and I won the contract as a result and continue to work with Vaca Negra on their branding today.

I chose a strong legible font for this design but with the larger text I outlined with a rough brush to enhance the vintage and old-fashioned style and to help the design stand out on the shelf next to its competitors. 

Other than mentioning “100% Agave Azul” in the label I also incorporated the agave plant into the design, it appears in the center of the bulls skull and a second time at the base between the flourishes below “Extra AÑejo”.