CASA J
—The Art Of Sipping

I had my first meeting with Sofía In June 2024, it’s taken a dedicated team of passionate people a real investment of time and care to fully realise @casajtequila and bring it to market, and we couldn’t be more proud of the outcome - the journey really begin now.

When building a brand we all know how powerful a story can be and how much it can elevate. Sometimes you have to pull on threads, be inventive, hunt for the path and flesh out the narrative, but occasionally it’s all just there.

At 27, Sofía Paloma Juárez (@thetequilawoman), who grew up with her Italian American mother, in her twenties became drawn to discover more about her Mexican heritage from her estranged father. What she didn’t realise was the journey that would follow and how that journey would eventually lead her to create CASA J.

Upon arriving in Mexico from New York she was reunited with her father after two decades apart. Their process was allowed to slowly unfold, the connection build naturally and a renewed relationship to begin. Sofia recalls “He was sharing and passing down to me the significance of tequila in the way that it’s normally passed down from grandfathers to grandsons and fathers to sons”.

For seven years Sofia has been learning and honing her craft and knowledge, working with artisans to build the brand and stay true to the Jalisco heritage. Working with farmers that have tended the Blue Weber agaves of the region, artisan ceramists that have hand crafted the unique bottle of which no two are the same.

The logo was inspired by the idea of the home (casa), a sense of place. Many traditional Mexican houses are often seen with ‘arcos’ (arches), in doorways, hallways, or defining the silhouette of the building, a Baroque influence brought by the Spanish. Although decorative, these arcos served other purposes, climate control, structural strength, privacy and more. I used this form to create the ‘A’ of Casa and built the bespoke type around that form.