Background

Traditionally, mezcal is an alcoholic drink originally from the states of Oaxaca and Guerrero, made from the distillation of fermented juice from several Agave species with production processes comparable to tequila’s.

Casa Armando Guillermo Prieto saw the opportunity to exploit a market niche within alcoholic beverages, where a premium mezcal could compete against tequilas and other mixers in the European market. Therefore, it was important to develop a premium quality product with a clear Mexican style but away from the image of tequilas in that market, with illustrations of charros (Mexican musicians) taking a nap next to a cactus.

Results

Name, brand identity, label and bottle were developed for this new beverage seeking to communicate the following: A contemporary image with Mexican roots that communicates quality in the product and a bottle design that moves away from the artisanal bottles or liqueurs of the tequilas to focus on a more practical style, typical of mixers.

Zignum is currently the market's leading mezcal.