DOBEL 50

Art directed the UK launch of DOBEL 50 Extra Añejo 1970 – an ultra-luxury expression sourced from the top-secret cellars of brand owner Juan Domingo DOBEL. The campaign imagery showcased the tequila in a singular, pure manner, using natural sunlight to illuminate the liquid and experimenting with refracted visuals through the bottle. Macro shots were also captured as teasers, designed to communicate sophistication and a strong sense of luxury. Through all of this, I approached the launch with the intention of making ultra-luxury tequila feel both aspirational and accessible, encouraging audiences to notice and engage with the design and craft that surrounds them.

The campaign was distributed across social media and editorial publications, achieving 37M+ views and driving a 400% sales uplift for Maestro DOBEL in Waitrose, alongside a 550% boost in brand awareness.

I designed all supporting brand graphics for the launch – including packaging, inserts, flyers, and tasting note cards – building upon the sinuous line motif of the official DOBEL 50 packaging.

The imagery was globally optioned by Maestro DOBEL US, leading to further commissions to produce global brand assets, demonstrating the versatility and resonance of the UK visual identity.