Licores de Guatemala
Guatemala’s finest spirits deserved to be seen with the same mastery with which they’re made.
As Art Director, I led the visual concept and execution for campaigns celebrating Ron Botran, Colonial, and Zacapa — blending storytelling, 3D modeling, and high-end photography into crafted visuals that elevated the brands to a world-class aesthetic. From architectural metaphors to artisanal textures, every piece honored the legacy and elegance behind each bottle.
Ron Colonial
The Ron Colonial campaign was designed to reflect the handcrafted, heritage-driven essence of this Guatemalan rum. The key visual was built around a meticulously crafted papercut world — a baroque-inspired backdrop echoing Guatemala’s colonial architecture and artisanal pride. The bottle stands at the center, surrounded by intricate paper elements that represent craftsmanship, tradition, and cultural richness.
Core idea:
"The smallest details are the most important."
This guided both the messaging and the aesthetic — with delicate textures, embossed typography, and a soft, golden palette evoking warmth and sophistication.
Style:
Elegant, minimal, and premium — contrasting modern photography with handcrafted, tactile design.
Botran 12 Años
This campaign celebrated the legacy and mastery behind Botrán 12 Años by turning the bottle into a metaphorical building — a vertical journey through time, craftsmanship, and achievement. Each “floor” inside the translucent bottle revealed key moments and spaces that represent the aging, blending, and refinement processes, as well as the rituals that elevate rum drinking into an artform.
Core idea:
"Success isn't defined by the destination, but by the journey."
The concept framed the aging process not just as time, but as transformation — layering meaning into every drop of the rum.
