Analysis — San Cosme is a Mexican mezcal produced for exporting to a German market. By tradition, mezcal has been a key player in Mexican folklore and is a reference to magical realism, a culture that is greatly appreciated abroad among European society. Contrary to tequila, mezcal is not massively popular on a worldwide level, and it is perceived as a mysterious and special drink, which has gained it somewhat of a cult status. It was important to communicate this with the brand, without losing the link it has to Mexico.
Concept — Mezcal San Cosme as a link between the past and the present. A direct analogy of a traditional quality Mexican product with aims to position itself at a worldwide level.
Identity — A contemporary design with references to old Mexico, a visual language recognized by everyone. A personality that differences itself from other traditional Mexican spirits, by using abstract visual elements and a combination of typographies that express the nature of the product in an attractive and understandable manner.
Actions — Branding and packaging.