Se Busca Mezcal Artesanal: A Digital Experience as Distinctive as the Spirit Itself
Challenge & Approach
Start With the Illustrations, Build Everything Else Around Them
Se Busca came with a clear vision — a brand identity built around striking hand-crafted engravings that set it apart in a crowded spirits market. The challenge wasn't discovery in the traditional sense. It was translation: taking an illustration-driven visual identity and building a digital experience worthy of it without letting the design overwhelm the content. Rather than imposing a system on top of the artwork, I took cues directly from the illustrations — their texture, palette, and mood — to make every design decision. Typography, spacing, color, and interaction patterns all emerged from the visual world the illustrations established. The result is a design system that feels like it grew from the brand rather than being applied to it. A cocktail recipe slider gave the product section an interactive dimension, letting users explore Se Busca's cocktail repertoire without leaving the page.
My Role
Every Design Decision, Start to Finish
I owned the full design scope on this project — UX architecture, visual design, and design system development. Working alongside a separate illustration vendor, I translated their artwork into a cohesive digital language that carried across every page and component. This was a project where visual instinct carried more weight than process, and I worked closely with the client to bring their brand vision to life on screen.
Results
A Brand-New Site That Feels Like It's Always Existed
Se Busca launched with a site that matches the ambition of the brand — visually distinctive, easy to navigate, and built to showcase both the product and the story behind it. The design system established a foundation the client can build on as the brand grows.