Branding & Packaging was a main area of focus while attending OCAD University was branding and packaging. This work was produced during my 4 years there. 

Amigos Tequila - Packaging Design 

The objective of this project was to launch a new special edition tequila into the Canadian Marketplace. Due to the popularity of tequila, Patron wants to launch a new tequila aimed at a younger target audience (19-35 years). My goal for this design was to create something with meaning that captures the Mexican culture while also keeping the latest ‘cool factor' that Amigos tequila delivers with its smooth flavour and smokey undertones. Concept: Portraying Mexican culture and heritage through design and tattoo art. Illustration(by me): The Mexican coat of arms. Eagle symbolizes strength and freedom. The snake symbolizes knowledge and a sacred animal. These two together represent the myth story of how the Mexica tribe founded Mexico City. Using Aztec design to symbolize the god and the pride that is carried. Name: "Amigos" meaning friends, and ironically the fight between the eagle and snake also compares the good and bad of drinking tequila. 

This package design pays tribute to my 24 year old cousin who's favourite drink was tequila. His love for tattoos inspired me to create a piece of artwork on the bottle.  - Rest In Peace Michael (05.02.1996-11.01.2019) -