Volcán de mi Tierra

We were asked to create the identity around the first tequila brand within the iconic Moet-Hennessy portfolio, setting the bar for ultra-premium spirits across the USA and Mexico.

After taking to the haciendas of Jalisco (with a ton of ethnography, panel consumer research, and insight mining), our palate and gut led us to position Volcán de mi Tierra as a metaphor for Mexico’s modern spirit, where future-facing optimists and time-honoured processes come as one to mark the rebirth of tequila. This very renaissance is manifested in the blending of agave from the lowlands and the highlands, as well as the distillation of this revolutionary liquid in age-old Hennessy barrels.