In the world of spirits design, tequila has long felt constrained by category stereotypes and rigid branding systems. Mix in a handful of celebrity enthusiasts, and you have a recipe for ham-fisted iconography and messaging.

That’s why Amo Tequila, designed by Amsterdam’s Hello Comrade, feels like a breath of fresh, orange-ified air. With its type-forward approach and love of all things Pantone 137 C, the tequila brand eschews conformity and stands out on a shelf like it’s the start of hunting season. We spoke with Hello Comrade Creative Director Spencer Woolcott about how they built the orange-infused tequila from the ground up.