Santo: A Higher Spirit

Creative Director: Benjamin Vendramin

Art Director: Morgan Owen (a.k.a. "me") Copywriter: Tyler Sharkey

Santo is the world’s first mezquila (mezcal & tequila). How do you launch an innovative new spirit, targeted at millennials, who are constantly bombarded by superficial innovations?

When two great spirits, mezcal and tequila, come together, A Higher Spirit is born. A Higher Spirit is a platform idea that positions the brand as superior, premium and with a transcendent taste that leverages the mystique inherent in mezcal—creating a world even jaded, adventure-seeking millennials will be thirsty to experience and covet. It also reflects and reinforces the brand name, Santo, which means spirit.