Altos Rebrand

Tequila is having a moment as the second-fastest-growing spirit in the world. Premium offerings are driving this momentum, with a surge of celebrity-backed bottles looking slick, if not a bit soulless.
JDO helped Altos Tequila cut through the superficiality with a bold new identity that celebrates the artistry of Mexico’s local makers. The redesign pulses with cultural authenticity through vibrant, rótulo-inspired visuals, dynamic packaging, and a design system that honours craft, connection, and community.
Crafted in Jalisco and rooted in bartending culture, Altos has always stood apart. Yet in an increasingly crowded category, the brand faced a challenge: how to evolve its identity to reflect premium heritage, stand out on shelf and back bar, and appeal to new consumers without losing bartender loyalty.
JDO’s guiding philosophy to ‘celebrate the makers’ was simple yet powerful. Partnering with rotulista Alina Kiliwa, the team reimagined the Altos logo and typography in a hand-painted rótulo style, capturing the raw craft and spirited spontaneity of Mexico City’s streets. The distinctive new wordmark gave the brand stronger standout across every touchpoint, particularly packaging, while tying its identity back to the artistry of real makers. From there, the colour palette deepened into richer, moodier tones, pulsing with vivid accents that mirror the city’s vibrancy and energy. Photographer Ana Lorenzana completed the picture with candid, sun-warmed imagery shot in a custom-built tequilería, infusing the brand world with warmth, humanity, and authenticity.
The bottle and packaging were also reimagined. The new structure keeps the hammered-glass base while opening more space for the new hand-painted rótlos wordmark. The redesigned slip label amplifies artisanal credibility with a richer colour palette across the range delivering stronger impact at shelf. Pre-launch tests report a 30% jump in purchase intent that also lifts perceptions of authenticity.
By championing human craft over celebrity polish, JDO created a brand identity that is crafted, culturally vibrant, and unmistakably premium, positioning Altos as the authentic antidote to celebrity tequila and reaffirming its place among the world’s top premium spirits.