Muertos Tequila is a new product line with its own box packaging. I quickly landed on the idea of a colorful yet rough and edgy tequila company to emphasize one of the many unique cultures of Mexico. Thus, Muertos Tequila was born. I incorporated these ideas into the Muertos Tequila logo through the use of its texture. Although a fairly new company, this grittiness embodies the brand's story which started in 1966 and continued to be passed down through generations. I wanted the brand's identity to showcase the family's heritage with a pop of modern and color. Touches of bright green are used throughout the box design to catch the consumer's eye and remind them of the fun tequila offers. The distressed texture is added onto graphics all over the box revealing the brand's authentic and edgy identity.