E. Cuarenta
Services
branding
packaging
collateral design
E. Cuarenta Tequila is founded by Bay Area Rapper, Earl Stevens aka E-40. Stevens approached us looking for an authentic package design that captured the essence of the traditional tequila-making process. E. Cuarenta is made from 100% blue agave, stone oven cooked 48-60 hours in Jalisco, Mexico.
Stevens has spent years and many trips to different distillers in Mexico working with master blenders to find just the right product and taste profile. I have selected a small boutique distillery that still uses the old-world process of making tequila alone with modern facilities for quality and product consistency.
When developing the design for E. Cuarenta we wanted to ensure that this package reflected it's traditional roots so we developed a typeface inspired by old signs that felt authentic and confident .
The native Mexican West Coast Rattlesnake was selected as the centerpiece for the brand because similar to the rattlesnake, E. Cuarenta tequila “Strikes Hard with No Bite and a smooth finish”.
Finally, the label and box is surrounded by a pattern derived from Mexican textiles with custom agave shapes integrated in the border.
Credits
Designed by Emilio Domingo at Auston Design.