José Cuervo, the world’s largest tequila manufacturer, owns a portfolio of clearly defined and carefully managed brands. As the company seeks to build its base with new offerings, it looks for new product names that create intrigue on their own while playing nice with the parent brands that endorse them—in both English and Spanish.

For an hibiscus-infused extension of Cuervo’s Gran Centenario brand, we took inspiration from the color of the liquor as well as the brand’s iconic angel to compound the suggestive Rosángel.

José Cuervo has turned to us not only to express concepts in evocative terms but also to provide a wide variety of options designed to work for speakers of English and Spanish, and Mexican Spanish in particular.

Eric La Brecque