Eric Andrade Garcia

What I do

Direction, strategy and design.

Creative directionConcepts, shoot direction and casting, from brief to final selects.
Brand strategyRFPs, campaign platforms and partnership positioning.
Web and e-commerceBrand stores, product listings and websites, wireframe to launch.
Email and retail mediaEmail campaigns and display ad sets, measured on results.
Partnerships and identityCo-branded lockups, logo systems and usage standards.
Social and videoStories, feed posts and video ads, built as seasonal systems.
Launch and experientialPoint of sale, tour wraps, booths and event design.
Packaging and printSpecial editions, merchandise and editorial books.

Brands and teamsProximo Spirits, Lipton, Tazo, Tommy Hilfiger, Toda, 1800 Tequila, Jose Cuervo, Gran Coramino, Bushmills, Pendleton Whisky, American Crew, Usagi, Time Out Market, Teachers College, Columbia University

Featured case study · Tazo Tea

Reimagining Tazo's Amazon Brand Store, from wireframe to launch.

Tazo's Amazon presence relied on static image pages that undersold the brand and gave search very little to index. I led the redesign end to end. I developed a new page architecture and wireframe, art directed the visual system, and built and published all eight pages in Amazon's Store Builder.

Each page pairs a bold lifestyle banner with live product grids under a consistent masthead and navigation. Video and recipe content add searchable text and more paths to purchase.

Client: Tazo Tea
Platform: Amazon Brand Store
Scope: 8 pages, one modular system
Role: Wireframe→Design→Build→Publish

Tazo Brand Store · Home

01 / 08 Page

Home

Before

Static image pages

Each page was a set of flat PNGs. Text inside the images was invisible to search, and shoppers had few ways to reach a product.

After

A modular, shoppable system

One wireframe drives every page: campaign hero, category tiles, live product grids, video and recipes, all in Tazo's color and photography.

Why it matters

Built for search and the cart

Real text and live product modules give Amazon something to index, and every section leads to a product page with Add to cart one tap away.

Case study · Gran Coramino Tequila

Launching Kevin Hart's tequila, below the line.

For the launch of Gran Coramino, I worked with the director, the senior brand manager and the wider brand team to design the below-the-line program, covering point of sale, e-commerce, tour and fleet graphics, print and events.

A bold condensed wordmark and a strict black-and-silver palette let the crystal bottle and Kevin's portraits lead every piece. Gold is held back for the Añejo line and the "Hard Work Tastes Different" campaign.

Client: Gran Coramino Tequila
Founders: Kevin Hart and Juan Domingo Beckmann
Scope: Below-the-line launch assets
Channels: RetailE-commerceTour & fleetPrintEvents

Tour bus wrap mockup for Kevin Hart's Reality Check Tour 2022 introducing Gran Coramino — **Tour bus wrap**Reality Check Tour 2022 artwork, pairing the tour with the tequila launch

Kevin Hart standing in front of the finished Gran Coramino tour trailer — ProducedOn the roadThe finished tour trailer, with Kevin Hart on site

The full launch kit

Case study · Walmart brand shops

Three spirits brands, built for Walmart.

I designed and launched brand shops on Walmart.com and the Walmart app for Jose Cuervo, 1800 Tequila and Pendleton Whisky, taking each one from wireframe through asset production to the live page.

All three share one modular wireframe: a brand hero, story cards, a product family lineup and recipe modules that put the spirit, mixers and bar tools in the same basket.

Retailer: Walmart.com and Walmart app
Brands: Jose Cuervo, 1800 Tequila, Pendleton Whisky
Role: Wireframe→Production→Live

Case study · American Crew

American Crew presents The King.

For American Crew's 2016 Elvis Presley campaign, I designed most of the work, from the special-edition product packaging and merchandise to the ads, runway show graphics, campaign microsite and print collateral.

The work stays in black, white and silver so Elvis's archive photography leads, and "The King of Men's Grooming" script lockup ties packaging, apparel and event graphics together.

Client: American Crew
Year: 2016
My work: PackagingAdsRunwayMicrositeMerchandise

The King collection

Six special-edition styling pucks. Tap + to see what each one does.

Campaign ads

Elvis's own words, set over archive photography

Runway show and trade events

Stage, booth and runway graphics

Also in the campaign

Billboards, microsite, merchandise and print

Case study · Usagi

One mark, three cities.

Usagi is a Japanese café, shop and art gallery with locations in New York, Paris and Hong Kong. I led the redesign of its brand identity.

The new core mark is drawn from Usagi's original rabbit logo. Each city's logo grows out of that same core mark, so it sits, unchanged, inside every location's logo.

Client: Usagi
Locations: New York, Paris, Hong Kong
Role: Led the identity redesign
Deliverables: Logo systemSignageStationery

The core mark

A single continuous line, drawn from the original rabbit.

Branching into each city

Each location adds its own lines to the core mark. The highlighted shape is the same core mark in all three logos.

Core mark

In the world

The system across stationery, signage and the New York storefront.

Case study · Instacart brand stores

Spirits brand stores, built for delivery.

I designed brand stores on Instacart for 1800 Tequila, Maestro Dobel, 400 Conejos and Bushmills Irish Whiskey, plus a multi-brand page for the "Cristalinos Shine Brighter" collection.

Every store pairs a sponsored brand banner with shoppable product rows and recipe cards, so each cocktail leads straight to the bottles in it. Each brand keeps its own look: black-and-white recipe cards for 1800, tennis-court graphics for Dobel's US Open cocktail, warm illustrated cards for 400 Conejos and cream recipe cards for Bushmills.

Platform: Instacart, mobile and web
Brands: 1800 Tequila, Maestro Dobel, 400 Conejos, Bushmills
Modules: Brand bannersProduct rowsRecipe cards

Brand by brand

Choose a brand to see its store.

Case study · E-commerce and display ads

Ads that sell, in every size.

A selection of e-commerce, display, social and email ads for spirits brands including 1800 Tequila, Gran Coramino, Proper No. Twelve, Jose Cuervo, Bushmills, Pendleton, Centenario, The Kraken and Tincup.

The work covers sports partnerships with the 49ers, Jaguars, Raiders, Rams and Knicks, product launches, and retail and seasonal promotions. Each campaign is built as a set, so one idea holds up from a 300 × 250 rectangle to a full-width hero banner.

Ads shown
Brands
Formats: Hero banners, IAB display, social, email and in-store print

Theme

Format

Case study · Jose Cuervo Reserva de la Familia × MICHELIN Guide

A tequila partnership with the MICHELIN Guide.

Reserva de la Familia became the official tequila partner of the MICHELIN Guide in the United States. I designed the co-branded logo lockup, the recipe cards and the partnership overview that introduced the collaboration.

The lockup pairs the MICHELIN mark and Reserva's hexagon crest under one divider. The recipe cards and overview use warm cream paper, Reserva's blackletter wordmark and MICHELIN red, so both brands read as equals.

Client: Jose Cuervo Reserva de la Familia
Partner: MICHELIN Guide United States, 2024
My work: Logo lockupRecipe cardsPartnership overview

Co-branded lockup

Recipe cards

One card per expression, pairing the bottle with how to serve it, from an elevated Old Fashioned to Extra Añejo neat.

Partnership overview

A four-page introduction for sales and brand teams: what MICHELIN is, the partnership elements, examples and usage guidelines.

Cover and partnership elements · Commercialization examples and logo guidelines. Click a page to read it full size.

Case study · Lipton Tea Concentrates

Three new concentrates, one content system.

When Lipton introduced its new tea concentrates, I created a new set of product listing images for each flavor, the images shoppers click through on the Amazon product page. The same images ran on Lipton's own website.

Every flavor gets the same seven images, from the product hero through real tea leaves, a three-step shake, pour and mix guide, caffeine level and nutrition. Color and ingredients change per flavor, so the set reads as one family.

Client: Lipton
Flavors: Green Tea with Lemonade, Black Tea with Lemon, Southern Sweet
Channels: Amazon listing imagesLipton.com

Case study · Jose Cuervo × UFC

Setting the standard for the official tequila of UFC.

Early in Jose Cuervo's partnership with UFC, the brand needed clear rules for how the two marks appear together. Working with Cuervo's senior brand manager, I designed the partnership lockups and below-the-line identity.

The system covers horizontal, vertical and dark-background lockups for both Cuervo and Cuervo Tradicional, plus an octagon badge that echoes the UFC cage, all built on UFC red, Cuervo's blackletter and a set palette.

Client: Jose Cuervo
Partner: UFC, official tequila
Worked with: Senior brand manager, Jose Cuervo
My work: LockupsBadgeUsage standardsActivations

Lockup standards

Four approved versions for each product: horizontal, vertical, horizontal on dark, and the octagon badge with its color palette.

In the arena and at the bar

The lockups applied across arena screens, bar fascia and digital menu boards.

Arena center-hung screen showing the UFC and Cuervo lockup above the octagon — Center-hung arena screen

Bar concept with an octagonal Cuervo In Your Corner screen ring — "In Your Corner" bar concept

Bar counter wrapped in the UFC and Cuervo Tradicional lockup with a fight night cocktail screen — Bar wrap and fight night cocktail screen

Case study · Tazo × Craig's Cookies

A limited-edition chai cookie.

Tazo and Craig's Cookies teamed up on a limited-edition chai cookie, with a $2 Tazo coupon for every cookie sold. I built the hero graphic from scratch, compositing the Tazo Organic Chai box, a glass mug of chai and the cookie into one image.

From that graphic I designed the in-store poster and the Instagram story and feed posts, shared as a collaboration post from both brands' accounts.

Client: Tazo Canada and Craig's Cookies
My work: Hero graphicPosterInstagram storyInstagram post

The hero graphic, built from scratch

Poster and social

One layout adapted to a tall story, a square post with a corner coupon badge, and the live collaboration post on Instagram.

Instagram story: Limited Edition Chai Cookie with a $2 coupon offer — **Story and poster**Vertical layout with the coupon offer

Square Instagram post with a corner coupon badge — **Feed post**Square crop with a corner coupon badge

The live Instagram collaboration post from tazocanada and craigscookies — **Live on Instagram**Collab post from both brands

Case study · Walmart × Lipton

Getting brand-new concentrates in front of shoppers.

Lipton's iced tea concentrates were brand new, and Walmart shoppers had never seen them. I designed the on-site Walmart display campaign to build awareness at launch, from large on-site units to slim sponsored banners.

Every unit shares one bright Lipton-blue product shot and one simple message, "Shake, pour, mix. Enjoy!", so the product reads instantly at any size.

Client: Lipton
Retailer: Walmart, on-site display
Goal: Launch awareness for a new product line
My work: Display adsSponsored bannersAll sizes

Campaign results

Reported campaign performance on Walmart.

$5.76Return on ad spend

$416KTotal sales

72,348Total buyers

76%New-to-brand buyers

73,798Units sold

64,122Transactions

7.39M impressionsShare of impressions by targeting type

The ad set

Hero, tall skyscraper, split and square units, plus the leaderboard and sponsored banner sizes.

Lipton display ads for Walmart in several sizes, each with the three concentrate cartons on blue — Display units

Lipton sponsored banners and leaderboards for Walmart — Sponsored banners and leaderboards

Case study · 1800 Tequila × NFL

One tequila, six NFL teams.

1800 Tequila is a partner of several NFL teams. I designed the social content for those partnerships: Instagram stories, feed posts and sweepstakes posts for game-day tickets.

Each team gets the same system, "Celebrate Touchdowns with Taste" and "Taste a VIP Game Day Experience", rebuilt in its own colors with a player, the bottle and a co-branded lockup.

Client: 1800 Tequila
Teams: 49ers, Jaguars, Lions, Raiders, Rams, Texans
My work: Instagram storiesFeed postsSweepstakesBanners

Case study · Tazo 2025 holiday season

Chai season, fall through the holidays.

For Tazo's 2025 fall and holiday season, I designed the ads and social assets that sent shoppers to try Tazo chai lattes at the café at Time Out Market New York, with a nudge to find Tazo at retailers nearby.

The work runs as a seasonal sequence, from "Chai Season Is Here" and a pumpkin spice weekend through "Fall Into Flavor" to "Chai & Cheer". One type system carries it all, with bold caps paired with an italic serif, while the color moves from autumn amber to holiday red.

Client: Tazo
Partner: Time Out Market New York
Season: Fall and holiday 2025
My work: Video adsStory adsSocial

Try a Tazo Chai LatteStory video, 32 sec

Chai Season Is HereStory video, 32 sec

Spice Up Your WeekendPumpkin spice story, 8 sec

Fall Into Flavor story ad — **Fall Into Flavor**Autumn story ad

Chai & Cheer story ad — **Chai & Cheer**Holiday story ad

Case study · New Gifts exhibition book

A gallery book for art and technology.

New Gifts was the 2015 Creative Technologies exhibition at the Macy Art Gallery, Teachers College, Columbia University. It brought together 27 artists working where art meets technology, from LED dresses and a knitted radio sweater to gesture-controlled projections. I art directed, designed and produced the full exhibition book.

The cover's overlapping, tinted hands echo the show's interactive work. Inside, a quiet white grid with generous margins lets each artist's images lead, with aqua and violet carried through from the covers.

Client: Macy Art Gallery, Teachers College, Columbia University
Exhibition: June 1 – June 26, 2015
My work: Art directionBook designProduction

Inside the book

Artist spreads, installation photography and the cover system.

New Gifts book: Pixel spread — Pixel spread

New Gifts book: Purring Tiger — Purring Tiger

New Gifts book: The Knitted Radio — The Knitted Radio

New Gifts book: Exhibition documentation — Exhibition documentation

New Gifts book: Cover system — Cover system

Contact

Have a brand store or a launch coming up?

I'd like to hear about it. Send a note about the project and the timing.

eric.andrade.garcia@gmail.com

Big-picture direction.Pixel-level design.