Responses by Estudio Albino
Background: The purpose of the project was to create the brand and packaging for an artisan mezcal that reflected the cultural heritage of the indigenous people of Mexico as well as the European culture that was derived from the Spanish conquest, and how that mix is presented nowadays.
Reasoning: We wanted to convey the great cultural melting pot that is Mexico through symbols. The mask represents the identity of a nation, composed of the agave and the different dialects and languages—the exposed tongue and the number 68. The typographic style complements the design with great strength and character. Just like the taste of mezcal.
Challenges: Portraying, in a single icon, the three elements of the identity in the packaging: agave, the raw material for the mezcal, our cultural heritage and the number 68, and the indigenous languages that exist in Mexico.
Favorite details: Our goal was to achieve an aesthetically pleasing identity and packaging that integrated the ancestral past of mezcal, and reflected all the culture and tradition behind it as well as the present where it is still alive. The result is strong and full of character, but light and delicate at the same time.
Visual influences: The pre-Hispanic and colonial visual culture of Mexico.
Anything new: We learned about the indigenous languages that still exist in Mexico and their legacy today as well as the ancestral and ritual process of the production and consumption of mezcal.
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