Website UI & UX
Key Visual Shoot
Over two years, I played a key role in leading the design and art direction for Zacapa across various deliverables, including brand development, digital and print. We acted as a design partner, delivering content and managing external agencies to ensure consistency and stunning results.
Zacapa aimed to enter the global dark spirits market and needed updated brand guidelines to create a premium brand system. I collaborated closely with the client team to establish a usable system that articulated Zacapa's premium look and feel. As part of the brand guidelines, I commissioned Fontsmith to create a new typeface, highlighting Zacapa's unique blend of modern production methods and hand craftsmanship.
To showcase Zacapa's distinctiveness in the dark spirits market, we opted for handcrafted paper art, inspired by the bands on each bottle. A paper artist from the Makerie Studio brought this concept to life, using a warming mandala sun to reflect Zacapa's Guatemalan heritage. Clouds framed the product, referencing their ageing facility in Guatemala above cloud level.
© James Huse 2023