Agua de Fuego is the new liquor product of the startup brand ZJ Liquors, LLC. The overall marketing theme of the company is based on South American culture and style. Making it’s market debut with Agua
de Fuego, the company was looking to produce labeling that was distinctive and compelling. The concept behind each label design was to create a visual experience reminiscent of the patterns, graphics, and identity linked to the ancient and early colonial cultures of South America while also relating to the identity
of the liquor itself. Each typeface and color was selected to create a look that is favorable to the young
adult audience the product is targeted toward, but keep ties with the traditional motifs of the ancient
South American cultures.
