Adventurous yetPerfectly balanced

05 · The premium case

Why it costs
what it costs

Quality should be tangible. Start with the aroma, follow the agave, and let the ingredients earn the price. Five ways to explain the craft without making people sit through a sales pitch.

08 · Color

Dusk to daylight.
Gold runs through all of it

The can is white and gold. The website is ink and gold. Both are LFG. The rule is not "dark" or "light", it is that gold is the constant and the ground moves with the moment: cream in the day, ink at night, bronze at golden hour.

Four personalities. One standard

A flavor color belongs to its can. It names the flavor, colors the flavor line, and floods a background only when that single flavor is the subject. Use a neutral ground when multiple flavors appear together. Reserve full-color grounds for a single flavor. Gold never touches a flavor color at full saturation without ink or cream between them.

The Acapulco palette · photography and film only

This is dusk-lit Acapulco: rich, saturated, warm, a little dangerous. Not pastel beach, not Día de los Muertos. It lives in the environment: tile, bougainvillea, sea water seen from above, terracotta at last light, and in the grade of every photograph. It never lands on a can, a layout, or a screen. Gold is the anchor and the only metal in the frame.

09 · Typography

Open it.That's the difference

• 01Short brand lines (eyebrows, headlines, taglines, flavor lines) never end in a period. Body copy keeps normal punctuation.
• 02No em dashes anywhere. Use a comma, a colon, or a new sentence.
• 03The gold in a headline is always the gradient (#9e6422 → #dba34b → #f0cf81 → #c78531 → #e7b65e at 120 degrees), never flat gold. Flat Gold Light is for eyebrows, small labels, and lines under 1.2 rem, where a gradient would not read.
• 04A headline is two clauses. The first is the setup, the second is the payoff, and the payoff is gold. "Comes in bold. Finishes clean."

15 · Voice

Say it like you'd say it
across the table

The platform · locked

Nothing below replaces these. One headline leads. One support line may clarify. Never stack. Short lines never end in a period.

Campaign lines · five families

Phrase bank · body copy, sell sheets, captions, menus

Mix freely. Never more than two in one sentence.

Describing the feeling

How we describe the experience: LFG never causes the feeling. It matches it, marks it, belongs in it.

16 · Photography

Good light.
Real presence

Every asset should make the quality feel tangible or the invitation feel real. Close-up ingredient texture tells the aroma story. Daylight, golden hour, and evening gathering scenes open the world around it. Give equal care to the source, the cocktail, and the people.

The source · Los Altos de Jalisco

The moment · the places we gather

The place · Phoenix, Las Vegas, Orange County

The wider world · daylight, music, community

Hero sequences · five stories to tell

Sound is half the aroma story: the crack, the pour over ice, the sizzle of char, the knife through citrus. Let the setting set the tempo: intimate textures for craft, warmth for gatherings, a confident pulse for music and festival stories. The library is built roughly 40 percent the crack, 30 percent the people and the moment, 20 percent the source, 10 percent community.

• 01The four supplied 7.5% can renders define the product. Product views must preserve their labels and artwork. Environments may be shot or generated; review any composited or animated packaging against the current masters.
• 02Golden hour is a signature, not a curfew. Daylight patios, festival afternoons, and warm evening scenes all belong. Protect the cream and gold, natural skin tones, and visible texture. Energy can change; the quality of the image cannot.
• 03In lifestyle work, the group is the star and the can belongs naturally in the scene. In product work, let the can and ingredients lead. A close-up, an opening, or a considered pour can express the cocktail without turning consumption into the story.
• 04Romantic and dangerous in the same frame. A doorway with darkness behind it. A patio at the edge of the light. The frame could tip. It never does.
• 05Mexico through place and craft. Agave fields, a jimador's hands, terracotta, tile, bougainvillea, sea green water seen from above, never from in it. No sombreros, no skulls, no fiesta signaling.
• 06Gold anchors the identity. Natural copper, glass, steel, and personal details can live in the world around it. Preserve the hierarchy so the LFG mark stays recognizable.
• 07Talent visibly 25 and over. Consumption present but never the subject. No water sports, no drinking games, no youth-coded styling. One frame, one subject: if a photo tries to be two things, it is usually neither.