Lily Morales


José León Tequila
Redroc Austin 2025 - Unreleased Work
Art Direction & Design:
Lily Morales

Photographer & Video Content Creation:Charlie Carpenter José León is an award-winning ultra-premium tequila, but its brand presence didn’t reflect the quality, craftsmanship, or sophistication of the product. As the company prepared to expand across Texas and into new markets, they needed a more credible and cohesive identity — without changing their existing logo or packaging.

Art Direction     Campaign Development     Brand Strategy     Photography



We focused on elevating perception through storytelling and consistency. By defining clear audience cohorts, content verticals, and a refined brand voice, we built a strategic foundation that emphasized heritage, craftsmanship, and intentional living — positioning José León as a tequila for discerning, experience-driven consumers. 






I developed a cohesive visual language and led art direction across product, lifestyle, and social content, translating the strategy into a unified brand system. This included directing shoots, establishing a high-end yet approachable aesthetic, and extending the system into social campaigns and digital advertising.

The result is a scalable brand system designed to support expansion, elevate perception, and translate craftsmanship into a cohesive, modern brand.


© 2026 Lily Morales     Let’s work together!                                © 2026 Lily Morales     Let’s work together!                               © 2026 Lily Morales     Let’s work together!                              © 2026 Lily Morales     Let’s work together!