A fixture on Edmonton’s Whyte Ave, El Cortez is known for the most robust tequila selection in western Canada, sourced direct from distillers and served additive free. The rebrand needed to preserve its reputation for quality and authenticity while reigniting its presence as an energetic cultural destination. I led creative direction from concept through identity, illustration, and environmental application, drawing from the legend of fire and death: an ill-fated love story between serpent and deity. This mythology shaped a visual language of natural motifs, power-pink and deep-red tones from Day of the Dead celebrations, and symbolic references to Santa Muerte. The result is a brand experience that bridges tradition and modernity, brought to life across menus, signage, event collateral, and social channels.