Casamigos: Margs & Margs
Margs & Margs was a national Casamigos activation designed to place the brand at the center of food culture through a simple, highly shareable idea: pairing Casamigos Margaritas with margherita pizza. Built to scale across markets and partners, the program lived across festivals, retail, social, and experiential moments, becoming one of Casamigos’ most successful and repeatable cultural platforms.
Client
Casamigos Diageo
DELIVERABLES
BRAND Identity Illustrations Packaging Design Merch Design Digial Assets
Year
2025
Role
Lead DEsigner
Turning Margaritas + Pizza Into a scalable Cultural Activation
1. The Challenge
Casamigos needed a credible way into the booming food-pairing space. The brand needed something simple, scalable, and culturally relevant. There were no existing assets, pizza partners kept changing, and the brand guardrails were strict. Previous chef-driven pairings weren’t resonating, so the team needed a new approach that could live across festivals, retail, and social.
2. My Role & What I Built
As lead designer, I built the Margs & Margs campaign world from zero. I explored multiple routes and created a flexible identity system that blended classic pizza cues with core Casamigos branding. I designed the program identity, illustrations, packaging (including multiple pizza box adaptations for different partners), merch, POS, social assets, and motion graphics. I also managed vendor-ready files and worked closely with partners and brand leadership throughout the process.
3. The Outcome
The program launched at major cultural and retail moments including Complex Family Style, Breville, Williams Sonoma, Coachella, and more. It sold out, generated strong partner promotion, and became a recurring activation for the brand. Pizza boxes were taken home as collector items, merch sold through, and the system proved fully plug-and-play across markets.
