Luna Nueva: Brand Image & Voice

the client

Luna Nueva is a tequila company with a large distribution in Los Angeles

the problem

They needed to define their brand imagery and voice to resonate with their audience and keep up with LA’s fast-moving, trend-driven spirits market.

the solution

We reimagined Luna Nueva’s brand identity from the ground up—starting with visual direction and tone of voice, then executing across digital and physical touchpoints. From casting and hiring a photographer to building a full shot list, we led and art-directed the brand shoot on set. Simultaneously, we ran a social campaign to maximize reach in real time. We also created new packaging for their agave syrups, designed branded event materials, and developed internal sales booklets to support retail expansion.

Where Tequila Meets Creative Direction

To better connect with the LA market, we crafted a new visual and verbal identity that felt culturally fluent—cool, bold, and confident. We developed Luna Nueva’s aesthetic language and oversaw an entire brand shoot, from team hiring and casting to location and shot list. On set, we directed content with multi-platform use in mind, capturing imagery that would serve social, web, sales, and press needs in one go.

the project

Redefining a tequila brand’s visual identity, packaging, and content to meet the moment—and the market—in Los Angeles.

A New Era of Agave

Beyond the shoot, we expanded Luna Nueva’s world through strategic design. We created packaging for their two new agave syrup SKUs, aligning the look with their core tequila while carving out space for product innovation. We also designed the graphics for key brand events and internal sales tools—ensuring Luna Nueva showed up cohesively wherever the brand touched people: from shelves to stories to industry decks.

beverages

branding

visual identity