El Viejito is a tequila with a legacy dating back to 1937. Founded by Indalecio Núñez, it was the first tequila from Atotonilco, a region fundamental to the history of the spirit. Since then, the brand has built a formidable reputation rooted in artisanal processes, respect for the agave, and a flavor profile that remains true to its origins.
The redesign challenge was not to change who El Viejito is, but how it presents itself today. The mission was clear: to create a modern, highly recognizable aesthetic without losing the typographic essence or the history that defines the brand. It is about telling a story of heritage on a clean canvas, free from visual noise.
The new design places the emphasis where it belongs: the name. “El Viejito” becomes the visual anchor of the bottle, ensuring instant recognition on the shelf. The bottle itself has been modernized in form and proportion, stripping away unnecessary ornaments to let the quality of the tequila speak for itself.
The goal was not to make a bottle that "looks expensive," but one that is memorable. This is a clear, honest, and direct identity, crafted to connect with new audiences and support the brand’s expansion into the U.S. market.
This redesign does not erase history; it organizes and simplifies it. When a brand carries nearly a century of legacy, it does not need to overstate. It only needs to state its name clearly.
This article was structured with the assistance of artificial intelligence (ChatGPT). All content is based on human input and editorial oversight. For more details on how PKGD integrates AI responsibly, please refer to our AI Policy.
At PKGD, we continue investing in brand-led storytelling, creating work designed not only to perform, but to build long-term brand equity.
This article was structured with the assistance of artificial intelligence (ChatGPT). All content is based on human input and editorial oversight. For more details on how PKGD integrates AI responsibly, please refer to our AI Policy.
Tequila enters an era of accountability where liquid must match the narrative. Producer-owned brands prioritize legacy over marketing, ensuring that transparency and craftsmanship remain the true pillars of the spirit.
Asil transcends branding to explore identity as practice. This upcoming documentary follows Álvaro Fernández Labastida, examining legacy and authorship through a restrained, editorial lens on aged raicilla.
Spring calls for citrus, tropical notes, and vibrant acidity. This season, PKGD invites you to choose your own flavor. Explore our agave-based cocktail recipes and find the perfect spirit to define your spring break.
Lamparillo agave endures 20 years in the desert before its final bloom. This resilient spirit defines Ultramundo Mezcal, where sustainability and manual craft honor the plant’s survival and the ecosystem’s balance.
Every great spirit has its own language. From Espadín to Tobalá, the agave world is full of words that tell stories of craft and culture. Start your journey today and learn the language with our PKGD Glossary.
Founded in 1937 by Don Indalecio Núñez, El Viejito was Atotonilco’s first distillery. A technical pioneer and training ground for experts, its artisanal legacy and quality shaped the tequila industry for decades.
By accessing and using PKGD´s website, you agree to the cookie policy outlined in our privacy notice.
Leave a reply
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra.
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra.