The Tequila That Cares Foundation (TTCF) is a philanthropic organization bringing positive change to the agave spirits industry. The founder's love for the agave culture and mission to preserve, honor and support it, inspired the work of the foundation. The brand identity for TTCF was designed to encapsulate their core values of transparency, impact, accountability and community. The circular design of the logo system symbolizes their mission of uniting people under a common goal to give back to the community. Using the graphic motif of the agave plant is representative of the growth and care of the organization. The color palette is fresh, energetic, inviting and impactful, sourced from the earthy tones and landscape in Jalisco, Mexico and paying homage to the origin story of TTCF.