Mezcal Júrame

THE SPIRIT
OF A PEOPLE

From a community that guards the ancestral knowledge of mezcal making is born a brand that is both authentic and functional.

◦ Brand strategy
◦ Packaging
◦ Digital strategy

The Challenge

Creating a functional yet emotional brand that exalts Ahualulco natives hard word and gives a voice to one of Mexico’s national treasures.

The Outcome

As a result of the project’s collaborative work, Mezcal Júrame was born: a brand that honors its people’s rich history and heritage that spans more than 100 years, but that is not afraid to look into the future.

A day of work at Mezcalería La Flor in Estación Ipiña.

Pecked paper and the agave plant: two Mexican culture pillars.

Brand World: The spirit of a people
Creating a mezcal brand is a profoundly emotional feat because it implies an enormous responsibility with one of Mexico’s most ancient art forms. It means giving form and voice to a national treasure. For Júrame, a mezcal with more than a century’s worth of history, we took inspiration from early 20th century mexican art.

The story begins in Ipiña, in the Ahualulco municipality of San Luis Potosí. In Hacienda La Flor, a mezcal-making hacienda with more than 100 years of history a community has worked the countryside and harvested maguey since time immemorial. It is here that this ancient knowledge takes the form of mezcal.

BRAND IDENTITY:
AUTHENTIC
MEXICAN

It was imperative to create a narrative that underlined the mexicanity of this mezcal, while at the same differentiating it from other mezcals, mostly from Oaxaca and other states in Mexico. This is why we used themes common to any mexican’s identity for building this brand, while at the same time introducing graphic elements unique to this mezcal’s place of origin and to the people that make it.

The brand’s visual blueprint originated in the geometric character that can be found in organic shapes, such as the one of the agave plant. Defined lines, 45 degree angles. These intrincations and line relations can also be found in man-made crafts, such as pecked paper and clothing materials.

Mezcal Júrame

THE SPIRIT OF A PEOPLE

From a community that guards the ancestral knowledge of mezcal making is born a brand that is both authentic and functional.

The Challenge

The Outcome

BRAND IDENTITY: AUTHENTIC MEXICAN

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The Team

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THE SPIRIT
OF A PEOPLE

BRAND IDENTITY:
AUTHENTIC
MEXICAN