Branding

Pocho Fino

Client

Pocho Fino Tequila and Gabriel Iglesias

Industry

Spirits

Date

2024 - Present

Creating the Tequila brand from comedian Gabriel Iglesias that's refined but still down for Tacos at 2 a.m.

Pocho Fino's story was authentic from the start. The job was building a brand worthy of it.

Pocho isn't a half. It's a double. That was the insight at the center of Pocho Fino — a Mexican-American tequila co-founded by Gabriel "Fluffy" Iglesias, built to celebrate a cultural identity that had never had a brand speak directly to it. CRZY Design was brought in to make sure the brand matched the story. We built everything: positioning, visual identity, bottle design, packaging, merchandise, advertising, video, photography, and a full brand ecosystem designed to feel as specific and alive on a tequila label as it does on a dog toy or a tour banner.

What we built together

Brand strategy
Logo and visual language
Bottle & packaging design
Point of sale
Web site
Merchandise
Tour advertising
Advertising

the challenge

The constraint that mattered

Celebrity spirits is a category full of beautiful packaging and empty brands. The bottle gets the budget. The strategy gets skipped. The identity evaporates the moment you ask: what does this brand say when Fluffy isn't in the room?

Pocho Fino had to work without him. The strategic filters — Is it refined? Is it real? Is it Mexican-American at heart? — were built to answer that question at every decision point, for every team member, in every market. The identity had to carry the culture, not just reference it.

That required building everything at once, from the same brief, with the same point of view. Which is what CRZY does.

What We Did

Visual language

We created a logo system in three configurations, knowing there would be all kinds of usage needs from bottle to in-store to on tour. A full color palette named for the flavors of the lineup. Custom illustration of Risa and Vinnie, Fluffy's beloved dogs, rendered across multiple styles and scales. Papel picado as a brand motif. A proprietary typeface approach that brings personality to every headline without losing refinement. A visual language with enough range to live on a bottle label, a stadium banner, or a postage stamp-sized social avatar — and read as the same brand every time.

What We Did

Bottle design

From there, the identity. Logo system in three configurations. A full color palette named for the flavors of the lineup. Custom illustration of Risa and Vinnie, Fluffy's beloved dogs, rendered across multiple styles and scales. Papel picado as a brand motif. A proprietary typeface approach that brings personality to every headline without losing refinement. A visual language with enough range to live on a bottle label, a stadium banner, or a postage stamp-sized social avatar — and read as the same brand every time.

Papel Picado

Cut from both worlds

Papel picado has been the life of the party for generations. Hand cut tissue paper, strung up over mercados, birthday tables, and ofrendas, doing the most with the least. It's delicate and loud at the same time. That contradiction is exactly why it's ours.

Every banner starts as one solid piece of paper. Then someone takes a blade to it and cuts holes on purpose, and the empty spaces are what make the design. That's the whole Pocho story. We're not missing a piece because we grew up between two cultures. The space between is the art.

So papel picado isn't a seasonal decoration we borrowed for a label. It's the visual proof of what Pocho Fino actually is: heritage that moves, tradition that still parties, craft that doesn't take itself too seriously. Hang it over a backyard carne asada or wrap it around a bottle of Blanco, same energy. Refined in the cut, real in the color, familia in every string of it.

ADVERTISING

In an Industry of products, we made it personal.

Then the ecosystem. Bottle design across three SKUs — Blanco, Mexican Candy, Grilled Pineapple — with full label systems front and back, neck wraps, and minis. Point of sale. A website. Merchandise. A custom shirt for Fluffy's tours. Tour advertising. Video guidelines and production. Photography direction. Dog toys. Dog merch. Advertising creative. Every surface designed so the brand was always present, always itself.