“We were commissioned by Partida Tequila to create a new brand for the Partida family’s generations-old, fine tequila,” said senior designer Christy Van Deman. “With the objective of bringing new appreciation for the art of fine tequila to the United States, we pulled inspiration from the rich combination of fable and history surrounding a beverage enjoyed by the cultures of México for millennia. This pride of heritage has carried through generations of the Partida family, along with their time-tested craft of making fine tequila. We developed collateral materials that spoke with simplicity and dignity to reflect this long-standing pride. Exceptional photography was key. Paolo Marchesi’s fine-art approach, with his vibrant colors and rich black and whites, was the perfect fit. Our trek through the region capturing this fascinating place on large-format cameras produced a collection of powerful and unique images; building a window to this world that brings rich context to each sip.” 16 pages, plus gatefold covers, 93⁄4 × 13, black-and-white and 4-color throughout.