El Pollo Caliente is a premium mezcal by Liquor Starz that features the unique flavors of Oaxaca, Mexico. The agency ROCK3RS, based in New York developed the brand identity of El Pollo Caliente and also develop the packaging design for the mezcal.
Ric Hernández from ROCK3RS asked us to make the bold, fire filled rooster created with this linocut style of texture to connect users to memories of old craftsmanship. The textured rooster has graceful feathers, an engulfing flame covering the body and the heart of the agave in its body. Subtle treatments but purposeful approach give this strong identity the weight it needs to stand out in a growing market.