Launching a Premium Mezcal from Oaxaca, Mexico

Challenge

Our challenge was to introduce a new, premium mezcal to the market while effectively conveying the rich and intricate story behind small-batch mezcal production. Our objective was to honor the farmers, producers, and artists by telling their story through digital assets and packaging design.

The branding challenge was unique: each bottle is individually hand-painted by an artist in Oaxaca and the artwork changes with each batch. We needed to create a brand that remains recognizable and consistent, despite the ever-changing bottle art. Our goal was to let the art take center stage while developing a logo, wordmark, and color palette that complemented, rather than competed with the art.

In a liquor market crowded with loud and attention-seeking branding, we aimed to do the opposite, creating a brand known as 'that mezcal with the heart on it' rather than a overly produced brand. Capturing the spirit of Oaxaca meant avoiding anything too polished or excessive, allowing the bottle to speak for itself.

Solution

We undertook a comprehensive year-long brand development process to ensure that every aspect of the story was effectively captured and communicated through various touchpoints. The website employed storytelling, brand videos, and step-by-step guides that illustrate the complex process of mezcal production and convey the value of the premium bottle.

Results

We successfully launched Agua de Cora in the United States and U.K. gaining distribution across both countries, earning free press and a cult following.