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 and strength, as well as physical and moral fortitude which was important to communicate through this scratchboard woodcut illustration.