Brand Voice & Positioning, Copywriting, Logo & Logo Suite Design, Color Palette Exploration, Pattern & Supporting Graphic Devices, Packaging, Custom Illustration, Photography, Business Materials & Print Collateral, Merchandise & Wearables, Website Design & Development, Social Media Strategy & Creative
Recognitions
Dallas Addy 2019 Silver Award for Packaging Campaigns
Born in Mexico, Painted Donkey Tequila is a mellow and refreshing spirit made for carefree days and vibrant nights. Caliber developed a visual identity that celebrates the brand’s namesake through colorful energy and hand-painted details.
The design system centers around a hand-painted aesthetic that feels as lively and approachable as the tequila itself. Bold brushstrokes, layered textures, and expressive illustration bring a tactile, human quality to the packaging. Each flavor is distinguished by its own color story, allowing the system to flex across SKUs while remaining cohesive and instantly recognizable.
Caliber extended the brand’s visual personality through in-house photography and wheat paste posters. Each set was designed to mirror the layered, painterly aesthetic of the packaging — incorporating vibrant backdrops, organic materials, and natural light to create scenes that feel vibrant and curated.
For the ready-to-drink line, Caliber translated the hand-painted brand world into a playful, shelf-ready can. The design distills color, illustration, and texture into a bold, scalable system built for maximum shelf impact.
In parallel, a line of merch extends the spirit of Painted Donkey beyond the bottle. Apparel and accessories feature hand-drawn graphics that make each piece feel like a wearable extension of the brand — fun, irreverent, and full of personality.
