works › Un Tal Mezcal
Un Tal Mezcal
Un Tal — a colloquial Spanish expression often associated with anonymity — serves as a communication tool for this innovation-led Mezcal that dares not be the center of attention, like a vigilante, rather minimizes it's identity letting the work speak for itself. Un Tal Mezcal, tongue-in-cheek, cares deeply for the foundation and construction of the mezcal communities behind this ancient spirit. (1) How to communicate tradition without falling into clichés? And (2) how to premiumize and express elegance for a spirit so rooted in its humble nature?
ID
00008
Client
Milpa Collective
Partner
Tapi Group
Innovation Partner
Anfora México
Creative Direction
Abraham Lule
Services
Naming, Concept, Packaging and Branding
Category
Wine & Spirits
Tags
mezcal, packaging
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Bottom of pack
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Back of Pack
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Front of Pack
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As a tiering concept, the packaging system uses distinct coloring and ceramic techniques to emulate the bagazo bricks often used in Palenque* constructions. *A name given to Mezcal facilities for distillation and sometimes house of the Mezcal Master
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The darker the color, the more ancient, and therefore, the more premium. The contrast between murky and textures with a heavy metallic cap, makes a statement pairing the understated with the seemingly premium, ultimately creating an objeto de arte as a whole
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Bottom of pack
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Free of adhesives and plastics secondary pack — assembling and structural design.
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The accent of color mirrors the agaves in the field: splashes of greens and blues in a myriad of arid terracotta fields.
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Ideation. As the secondary pack was designed after the primary pack, the intention was to design a complementary item of easy assembling that reflects the humble origins of the primary pack but still is commercially viable delivering balance between innovation and functionality.
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