CASA TUYA SKINCARE
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CASA TUYA SKINCARE .
CASAMIGOS BRAND EXTENSION
Casamigos is a premium tequila brand rooted in warmth, connection, slow craft, and the culture of shared moments. Inspired by Blue Weber agave and the atmosphere of golden-hour gatherings, the brand communicates
a relaxed and intimate vision of luxury.
CONTEXT
A skincare brand extension that reinterprets tequila’s aging process as
a self-care philosophy, transforming Casamigos’ world of agave, desert botanicals, and ritual into an intentional skincare experience.
CONCEPT
Visual language balances refined luxury with intimacy through earthy tones, glowing reflections, visual textures, and sensorial atmospheres.
Named after the Blue Weber agave, Azula reimagines Casamigos' philosophy of hospitality: shifting from hosting others to hosting yourself.
Crafted through aging. Designed for the skin.
Inspired by the different tequila expressions of Casamigos, Azula is structured through 6 different collections that translate profiles, textures, and atmospheres into distinct skin rituals.
Design-forward skincare brand entering the beauty market through experience and contemporary culture.
CULTURAL LAUNCH
1
Temporary pavilion blending beauty, hospitality, and cultural gathering where visitors can explore the brand collections. Launched in Jalisco, the birthplace of Casamigos, before expanding into global cultural hubs.
ACTIVATION
VETA ZONE
Inside Casazula, each collection is translated into a distinct sensorial environment through materiality, light, sound, texture, and atmosphere.
Collection Zones
IGNEA ZONE
Cocktail bar serving curated Casamigos drinks.
Casamigos Bar
For guests to remember and revisit their experience.
Collection Cards
2
Public installation transforming urban space into an abstract desert landscape inspired by Jalisco.
Collaboration with Mexican contemporary artist Héctor Zamora, known for monumental architectural interventions exploring materiality, landscape, and spatial tension.
This collaboration positions Azula within contemporary art and design culture while reinforcing the brand’s sensorial and architectural identity.
DESERT INTERVENTION
3
DIGITAL EXPERIENCE
Translating Azula values into contemporary digital visual language.
Azula’s World
Collection atmospheres, textures and ingredients defining the visual identity of the brand.
Azula’s Ritual
Intimate skincare gestures that translate the experience into personal care.
Azula’s Living
A sunlit, slow-paced lifestyle shaped by effortless luxury and intentional living.
SOCIAL MEDIA COMMUNICATION PILLARS
4
A cinematic visual narrative translating agave, skin, light, and atmosphere into emotion and ritual. Released across digital campaigns, website experiences and physical activations, the film becomes the emotional language of Azula’s launch, immersing audiences into the brand’s sensorial world.