BRAND STRATEGY
A decade ago, two people planted agave on barren land. They were really planting a story. Now, join us in creating future memories — one small-batch pour at a time. 🥃✨📖
The Problem
About a decade ago, when Sharla and Leo Ortega started with a patch of barren land in California, they weren’t just planting agave, they were planting the foundation for something lasting. ESELO began as a labor of love. Small-batch spirits made with care, patience, and intention. Every plant, every barrel, every bottle carries their story and invites everyone who pours a glass to make it part of theirs. The world of premium spirits is crowded, so standing out takes more than a great product. It takes a story people want to carry forward.
The Approach
Fast forward to today, and ESELO has grown into a fully vertically integrated spirit house — known for rare agave spirits and small-batch Kentucky whiskey. So what sets them apart? It’s not just the quality in the bottle. It’s the way every sip feels personal. From the soil to your glass, ESELO crafts experiences worth remembering. But Sharla and Leo needed a way to put that into action — to show the world what makes their approach different: small-batch, intentional, and rooted in craft, heritage, and sustainability.
VISUAL
IDENTITY
- //LOGO
- //TYPOGRAPHY
- //COLOR PALETTE
- //BRAND BOOK
Sharla and Leo Ortega set out to create a brand name that reflected their shared journey and partnership. The result was ESELO—‘es’ for Sharla, ‘el’ for Leo, and ‘o’ for the family name that binds them together. It was perfect, because not only did it have deep meaning, it is a strong name that rolls off the tongue nicely.
The visual identity for ESELO was crafted to reflect the brand’s philosophy of intentionality, rarity, and refined craftsmanship. Inspired by the founders’ deep connection to the land and their commitment to creating premium, small-batch spirits, the identity balances sophistication with authenticity. Every element—from the logo system and typography to the restrained color palette—was designed to communicate quiet confidence rather than overt luxury. The result is a timeless brand presence that feels elevated, approachable, and rooted in the stories, memories, and meaningful moments that define the ESELO experience. Grounded in the idea of “Born to Be Retold,” the identity creates a visual language that honors heritage while positioning ESELO as a modern spirit house built to endure.
VERBAL
IDENTITY
- //BRAND STORY
- //Mission & Vision
- //TAGLINE
- //LIVING LINES
Sharla and Leo wanted a verbal identity that felt timeless—simple, direct, and classic rather than trendy. Together, we shaped a voice that’s bold without being boastful, clear yet intentional, and always reflective of the quality behind their spirits. That voice carries through every element we crafted, giving the brand a distinct and consistent tone.
Inspired by the idea of creating future memories, we developed the brand’s true north tagline: “Born To Be Retold.” It serves as both an anchor and an invitation for people to gather, pause, and savor moments worth remembering. Across every touchpoint, the message is clear: when someone raises a glass of ESELO, they’re not just enjoying a spirit, they’re becoming part of a story meant to be shared again and again.
TRADITIONAL
EXPERIENCES
- //PACKAGING
- //Business Cards
- //Coasters
- //Glassware
- //APPAREL
ESELO’s packaging was designed to embody the care, patience, and precision behind every bottle. Drawing inspiration from the brand’s commitment to quality over quantity, the packaging elevates the product through thoughtful details, clean typography, and a refined presentation that allows the spirit itself to take center stage. The design reflects the balance of innovation and tradition that defines ESELO communicating both the rarity of each small-batch release and the authenticity of its production process. Every packaging touchpoint was intentionally developed to feel collectible yet approachable, reinforcing ESELO’s position as a premium spirits brand that values craftsmanship, transparency, and meaningful connection over mass-market appeal.
MULTI-MEDIA
EXPERIENCES
- //PHOTOGRAPHY
- //Videography
When we kicked off the project, our team had the privilege of visiting Sharla and Leo Ortega at their family home — where the heart of ESELO truly begins. Tucked into Southern California’s unique landscape, their agave spirit farm is home to over 2,500 agaves, surrounded by a thriving ecosystem that reflects both patience and care. Walking the land, we experienced firsthand the story behind every bottle.
To capture that essence, we spent time photographing the land, the agaves, and Sharla and Leo themselves. These authentic visuals will become foundational to ESELO’s branding — grounding the identity in its origin story and showcasing the beauty of where it all began. From sweeping rows of agave to intimate founder portraits, the imagery tells a story that can’t be staged.
We also shot select scenes along the way: friends enjoying their favorite bar and lounge, a beautifully curated dinner with family, and a golden hour of quiet reflection.
DIGITAL
EXPERIENCES
- //WEB DESIGN
- //WEB DEVELOPMENT
The final step in bringing the brand to life was designing and developing a website that felt both user-friendly and unmistakably ESELO. Beyond showcasing a beautiful design, the website is meant to create a digital home where people could discover the brand story, explore product offerings, and start building a genuine connection with the founders’ vision.
We focused on crafting a homepage that captures the brand’s essence and product pages that highlight the two products they’re launching with: Agave Spirit and American Whiskey. Each page was designed to be intuitive and engaging, balancing rich storytelling with easy navigation. The result is a platform that not only introduces ESELO to new audiences but also sets the stage for building loyalty as the brand grows.