The Challenge:

To develop a set of motion principles for Espolòn Tequila that effectively reflect the brand identity while bringing its comedic, charming characters to life. The system needed to be clearly structured across key categories; typography, illustration, and overall branding/identity to ensure consistency across applications.

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The Approach:

The motion direction was built directly from the brand’s existing design elements and character illustrations, using them as a foundation to define how the visuals should behave in motion. The artwork carries a strong sketchbook aesthetic, with a cut-and-paste, hand-crafted quality and slightly imperfect, paper-like textures. This informed an animation style that feels tactile and handmade, suggesting ink, collage and layered elements coming together organically.

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Typography was animated to reflect this handcrafted approach, appearing as though assembled through cut paper and drawn ink. Character movement focused on enhancing their comedic charm while staying true to the Mexican calaveras inspired style. Inspiration was drawn from the energy and expressiveness associated with Day of the Dead visuals, introducing loose, playful motion that reinforces personality while remaining authentic to the brand’s cultural influences.