Founded by entrepreneur and Real Housewives of New York City personality Erin Lichy, Mezcalum entered the luxury spirits space with a focus on authenticity, refined taste, and modern design. From launch, the brand aimed to redefine how mezcal could be experienced, as both an artisanal beverage and a statement of style.

As Creative Director, I led the design and execution of Mezcalum’s full digital and social launch. This included brand design direction, digital advertising, and creative strategy for the rollout campaign, which sold out within its first day. I also developed the brand’s social media design system and visual tone, combining bold sophistication with warmth and texture to create a cohesive, elevated identity that matched the energy of the product and its founder.