The Brief

We were briefed to establish 1800 Tequila as a premium lifestyle brand, using the Essential Artists platform as a vehicle. The client wanted to expand the brand image beyond the liquid, building associations within urban street culture with a particular emphasis on music and fashion.

The Big Idea

In recent years our work with 1800 Tequila has sought to champion creatives across a range of mediums, eager to highlight exciting talents and see what happens when you mix art and tequila.

This brief saw us engage Mercury Prize nominated rapper Kojey Radical. A friend of the brand, Kojey’s career has come on leaps and bounds since his previous collaboration with 1800 Tequila, garnering critical acclaim and prestigious award nominations.

Our work with 1800 Tequila asked Kojey Radical to design a capsule collection, giving him a blank slate to create a body of work which reflected his artistic vision.

The result was a celebration of individualism and identity; hoodies and sweatshirts which drew on African art, iconography and motifs, emblazoned with powerful mantras encouraging the wearer to put themselves first.