Sauza Tequila commissioned Steven Noble to illustrate the new Rooster symbol for their packaging rebrand. Founded in 1873, Sauza Tequila Import Company is a producer of tequila located in Tequila, a municipality of the state of Jalisco, Mexico. The Rooster is symbolic to Mexico and the illustration depicts pride, strength as well as physical and moral fortitude which was important in communicating through this scratchboard woodcut illustration.
