Responses by Chad Makerson Michael, designer, Chad Michael Studio.
Background: The purpose of the Bebemos Tequila project was to create a brand that captured the soulful, sun-drenched energy of 1970s beach culture—something that, despite its visual richness and emotional appeal, hadn’t yet been tapped within the tequila category. We set out to build not only a premium product but an entire lifestyle: one where freedom, elegance and collective experience come together in every detail. The target audience includes style-conscious, culturally attuned individuals who value design, authenticity and products with a story—those who embrace nostalgia not as a gimmick but as a way to live presently with perspective. Bebemos was designed for the confident coastal soul: laid-back, liberated and driven by experience over status.
Design thinking: The thinking behind Bebemos was to build a tequila brand that didn’t just echo the past but embodied the parts of it that still resonate: freedom, community, design and a more relaxed relationship to luxury. We didn’t want to lean into caricature or cliché—there are enough sombreros and mustaches in the category. Instead, we focused on channeling the easy cool of a California sunset, the kind of slow, golden-hour moment that feels both cinematic and intimate. From a design standpoint, we knew the brand had to do two things well: feel tactile and elevated. That led us to a bespoke bottle with a 360-degree checkered emboss—a nod to vintage textures and timeless design—paired with a faux leather label and foil accents for a touch of retro glamor. The result is a brand that rides between eras: Nostalgic but modern. Elegant but warm.
Challenges: The most challenging—but ultimately rewarding—aspect of the Bebemos project was the development of its patented shot glass closure. From the start, we knew we wanted to push past traditional closures and give the consumer something truly special, something worth keeping long after the bottle was empty. That idea evolved into a one-ounce shot glass topper with an integrated twist-off cork underneath, which was designed to be both functional and collectible. Executing that vision took months of prototyping, supplier coordination and mechanical refinement. We worked through multiple manufacturing partners, faced mechanical limitations and continually had to simplify without sacrificing elegance. What seemed like a straightforward idea became a true exercise in restraint, craft and persistence. It now stands as a signature element of the brand, one we’re incredibly proud of.
Favorite details: How cohesive every detail feels, how nothing in the Bebemos package design was accidental. The patented shot glass closure is an obvious highlight not just for its innovation but for how naturally it fits the brand’s story of elevated utility, shared connection and long-lasting style. The custom glass bottle is another standout: at fifteen inches tall, it has real presence behind the bar, but its proportions and checkered emboss keep it feeling refined and intentional. The faux leather label adds a textural counterpoint to the glass, finished with just the right amount of gold foil to nod to the era’s understated glamour. Even the typography plays a role by balancing boldness and restraint. The label structure even took significant inspiration from the neon motel signs that once peppered the California streets.
Visual influences: The visual identity of Bebemos is rooted in a deep love for 1970s Los Angeles—its fashion, interiors, music and effortless attitude. We were inspired by vintage matchbooks, sun-faded motel signage, soft-top convertibles, cigarette packaging and the sort of people who made casual look iconic—think the characters and the attitude and dress of the leads in Quentin Tarantino’s film Once Upon a Time in Hollywood. That influence shaped every design choice: from the retro checkered emboss on the bottle to the faux leather label that evokes aged upholstery and tactile nostalgia. We studied photography of vintage surf culture, dusty desert road trips and early fashion editorials—images where the subjects weren’t styled to perfection. That contrast of polish and wear, of luxury and laid-back energy, became our north star. Bebemos is designed to feel like something you could have pulled off the shelf in 1975—or discovered today and fallen in love with instantly.
Time constraints: Time was both a pressure and a blessing. On one hand, the complexity of developing a fully custom bottle and the world’s first patented shot glass closure required extended timelines and countless rounds of revision. On the other hand, the client’s ambition and shared creative vision let us treat the timeline not as a deadline but as a refining tool. A crucial part of the development of any successful new brand is working with clients who not only allow creative freedom but also understand and help build upon the vision as a whole. Client rapport and alignment on brand direction are essential to doing something that’s truly a first. There were moments we had to move fast—especially during prototyping and supplier shifts, but that pressure clarified what mattered most. It pushed us to distill ideas to their essence and ensured that every decision earned its place. The time constraints never compromised the integrity of the design; if anything, they helped shape something more focused, intentional and original. Bebemos is proof that pressure, when guided by purpose, can produce something truly timeless.
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