Jose Cuervo Ultimate Margarita Mix | Label Design

Jose Cuervo wanted a refreshed label for its Ultimate Margarita Mix that felt more connected to the brand’s long history and reputation for tequila craftsmanship. The challenge was to create something distinctive and contemporary without losing the sense of heritage behind the name.

My team explored a range of label and packaging design concepts, ultimately developing a direction centered around an elegantly illustrated crow—affectionately nicknamed “Joe.” Since cuervo means crow in Spanish, the image created a memorable visual connection to the brand name while giving the package its own personality.

The final design combines illustration, typography, and heritage-inspired details to create a polished label with stronger shelf presence and a clear connection to the Jose Cuervo brand story.