Objective
Create a beverage line with a distinct concept that is accurately communicated through design and strengthens the connection to a consumer, making a lasting impression when placed on a shelf among other products. Not only with the labels themselves but with the outer packaging and components within. Achieve an original idea accompanied by beautiful, unique design systems and illustrations, while also translating a strong concept, marries into an unforgettable packaging experience.
Solution
The creation of a tester kit of the spirit mezcal is designed to achieve the goals set forth and connect the ancient Aztec traditions and legends deeply rooted in the drinking of this alcoholic beverage, as well as serve as an educational vehicle to inform those on this often forgotten spiritual background. A story is told through illustrations highlighting the most trivial points of the Aztec legend of Mezcal and goddess Mayahuel in order to communicate and educate those on this unique origin story. These include, an agave leaf heart pierced with a machete as elixir leaks out, an agave plant sprouting from roots taking the shape of a woman’s face symbolizing Mayahuel’s rebirth, and the agave plant as the goddess being struck open by lightening as her elixir pours out to the Aztec people to restore their happiness. The outer packaging is comprised of a natural wooden box with clay copitas and worm salt accompanied on the inside. The exterior has hand-painted design elements relating to the story among the three labels.
