Branding+Website Project for Dulce Oro

Brand book and visual direction for a modern Agave Spirits House

Dulce Oro was meant to be more than just a tequila brand. From the outset, it was clear this needed to be a fully articulated Agave Spirits House with its own philosophy, language, and rules of expression.

The brief was not to design a tequila label or a mezcal story in isolation, but to build a complete brand system that could live across spirits, experiences, hospitality, and culture.

I led the brand strategy, narrative development, and visual direction from the ground up. The outcome was a 27 page brand book written and structured from scratch, covering brand foundations, tagline, brand story, voice, rituals, written and visual language guide in a way that defines not just how Dulce Oro looks, but how it thinks, speaks, and behaves across every touchpoint.

Most agave brands lean heavily on tradition without interpretation, or modernity without meaning. The brand needed a defined point of view. Not just what it sells, but what it stands for, how it speaks, and the kind of moments it belongs to.

What was missing was structure. There was no defined brand logic, no shared vocabulary, no system that could guide future decisions across copy, design, packaging, or partnerships.

Dulce Oro needed a complete brand system. One that could support Reposado and mezcal (plus the future expressions) while feeling unified. One that could scale without losing restraint. One that felt intentional rather than decorative.

The task was to build that system.

I approached this as a brand architecture and authorship problem, not a visual styling exercise.

Before any design or copy, I defined the brand from first principles. What role does Dulce Oro play in someone’s life. What does it invite. What does it refuse to do.

From there, I built the brand around three central ideas. Patience. Purity. Ritual.

Every decision flowed from these principles.

The writing came first. Tone of voice, language rules, narrative structure, and taglines were developed before visual execution. This ensured that the design would express the brand rather than decorate it.

The goal was to create a system that future designers, writers, and partners could use without reinterpretation or drift.

We built Dulce Oro as a House, not a product.

I wrote a complete brand language system defining how the brand speaks across contexts. Calm, assured, and grounded. Poetic but restrained. Premium and yet accessible.

The tone guidelines cover product storytelling, educational content, rituals, and moments of celebration, ensuring consistency across platforms.

I developed brand pillars that translate philosophy into practice. These pillars guide copy decisions, layout choices, photography style, and pacing.

Taglines and core phrases were crafted as a modular language system rather than a single headline. This allows the brand to speak flexibly while remaining recognizable.

Each product expression was given a defined narrative role within the Dulce Oro world. Tasting notes, rituals, pairings, and occasions were written to feel intentional and experiential rather than technical or promotional.

Alongside the writing, I guided the visual direction to align with the language. Typography, spacing, imagery, and layout were all filtered through the same lens of restraint and intention.

A 27 page brand book created from scratch, including:

Brand philosophy and positioning

Clear brand pillars and guiding principles

Tone of voice and writing guidelines

Taglines and brand language system

Product storytelling frameworks

Ritual and occasion definitions

Visual direction and usage guidance

This was delivered as a working document designed to support long term brand consistency and growth.

Dulce Oro now is a brand that knows how to behave.

The brand voice is clear and repeatable. The visual system feels cohesive and confident. The storytelling supports both premium positioning and emotional connection without relying on exaggeration.

The brand book acts as a single source of truth. It allows the brand to grow without losing clarity. New products, campaigns, or collaborations can be developed without reinventing the brand each time.

Most importantly, Dulce Oro now feels authored. Not assembled. Not styled. But built. With Patience, Purity, and Craft:)