Tres Generaciones Label Illustrations by Steven Noble

Tres Generaciones label created by Steven Noble


Akimbo, a design agency, commissioned Steven Noble to create a series of three portrait illustrations for Tres Generaciones to honor the three successive generations of tequila makers of the Sauza family since 1873: Don Cenobio, Don Eladio, and Don Javier Sauza.

Three generations of Sauza Dons

Don Cenobio Sauza
In 1873 Don Cenobio Sauza founded Sauza at La Perseverancia distillery. He was the first distiller to call the spirit produced from blue agave plant "tequila" and the first to export the drink to the United States.

Don Eladio Sauza
His son, Don Eladio Sauza was born in Tequila in 1883. He expanded the family business by opening branches in Monterrey and Mexico City and a concession in Spain.

Don Francisco Javier Sauza
In 1931, his son, Don Francisco Javier Sauza took over the business.
The illustrations were etched onto scratchboard with the compositon being rendered from pencil sketches.
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