PROJECT DESCRIPTION
VIVIENTE Mezcal Libre is a brand of Mezcal produced in the state of Michoacán in Mexico. It has 2 variants: Cupreata and Ensamble.
The brand name Means "it's Alive" or "Living" it comes from our brand statement: “WE LIVE TO CELEBRATE” celebrating makes us feel alive, it makes us “VIVIENTE”.
For the visual identity of this brand, we sought to approach the product from an eclectic style, where both traditional and modern aspects could coexist, to move away from a rustic and traditional aesthetic that is very worn and generic in this niche, but without neglecting the importance of projecting the soul of the State of Michoacán in the product.
This can help the product to be introduced to less purist and younger audiences, from the cocktail angle (a cosmopolitan aspect that has not yet been widely explored in this product) and from a casual, youthful, cheerful, enthusiastic and proud brand narrative, which seeks to exalt the union of our past with our present.
SOLUTION
We develop a brand rationale that expresses the essence of the product as follows:
“We celebrate the union between the origins and the present. That is why from our roots we trace new paths and seek to break borders. Enjoying mezcal freely, with whom our paths meet”.
This is where our brand tagline “Mezcal Libre” was born.
The brand icon represents a fisherman taking a fish out of the water, since the fisherman is one of the most representative elements of the state of Michoacán, because fishing is one of the main economic activities of the state, in addition to the fact that one of the meanings of the name Michoacán is, “fishermen place”.
We also designed a visual ecosystem inspired by cultural aspects that express the soul of the State of Michoacán, such as its handicrafts, its fauna and tourist places, from a simple but very expressive aesthetic, and that can not only live on the product labels but also in digital manifestations, and brand applications such as packaging and visual communication.
