14 | Pico in the Press: Tequilana travels from Jalisco to Yorkshire

Earlier this year, we revealed our brand identity for Pico Tequilana, a new-to-world spirit that twinned the altitude and energy of Jalisco, Mexico with the heritage and grit of Yorkshire, England. With hand-drawn typography, custom iconography and storytelling steeped in agave culture, the visual identity plays with duality. Think north and south, sharp and soft, ancient and modern.

Since launch, the project has travelled far and wide, picking up coverage across industry-leading platforms. Here's a round-up of some of our favourite press moments so far:

Spirits Business

The team at The Spirits Business gave Pico the headline treatment with a standalone feature by Georgie Collins, who explored the story behind the brand and its unique cross-continental narrative.

Collins writes, “Every part of Pico’s brand identity reflects this cultural interplay, including the name Pico, which was inspired by the Mexican term for a pick-axe, and was found, Wallis says, in a 120-year-old Spanish mining terms dictionary”.

‍She also spoke to our lovely client Jody Monteith, Sales Director at Double Six Drinks, digging into how the brand’s rooted design reflects the wider ambition of introducing terroir-led tequila to the UK market. It’s a piece that does justice to the depth of the project and well worth a read.

Creative Boom

Over at Creative Boom, journalist and editor Katy Cowan spotlighted the visual identity in a write-up that celebrated the blend of cultures and design craft. She picked up on our approach to iconography, colour and storytelling, noting how we worked to balance the boldness of tequila culture with the warmth and character of the Yorkshire founders. A thoughtful piece that zooms in on both aesthetics and strategy.

The Dieline

‍Packaging powerhouse The Dieline featured Pico in a piece by Chloe Gordon, who focused on the brand’s layered visual identity and tactile packaging design. In this Q&A piece, Our design director Joe Wallis explains how rough tactile varnish has been applied on the heavy matte stock over any black and white archival or rock imagery while a heavy gloss varnish sits on top of the colourful vibrant layers. He also mentions how you can actually feel the contrast of the layers as you run your fingers along the label as a result.

Design Week

‍Design Week’s round-up on design's role in the booming UK beverage sector, written by Rob Alderson, included Pico as a standout example of new drinks branding with cultural credibility. While part of a wider trend piece, the mention adds useful industry context and positions Pico among a wave of bold new brands redefining UK drinks culture.‍

What’s next?

We’re proud of the press Pico has picked up, especially because it reflects what we love most: working with founders who believe in their product, and building brands with soul, grit and staying power. The beverage sector is brimming with stories like this, and we’re looking forward to pouring even more into it..