El Jimador is a tequila brand created under the parent brand and distillery, Casa Herradura in 1997.
A Jimador is the name given to the master harvesters of the blue Weber agave plant from which tequila is made. The expertise and knowledge of harvesting agave and creating tequila have been passed down from generation to generation, for over 150 years, starting with the founding of the Casa Herradura distillery. With all the history that is involved with this company, I decided to represent the grit and history of El Jimador in this vision book. Going first through the history, and then through the process of making the tequila, along with recipes and linocut imagery throughout, this book thoroughly represents El Jimador in its’ entirety. A charred oak wood cover with a bold, hand-burned typographic design holds all of the information in place, and also alludes to the charred oak barrels that the tequila is aged in. The book is screw bound with canvas taping for flexibility and durability.