The rabbit, believed to be stamped on the moon, emerged as a perfect link between alcohol and night life.
The real gem, though? The Centzon Totochtin – 400 rabbits who got tipsy thanks to Mayahuel, the goddess of the maguey plant. This myth aligned perfectly with the brand strategy, offering a unique narrative that the audience could appreciate.
The glyph protruding from the rabbit’s mouth is a clever combo of breath and cactus, creating a sort of "prickly breath" effect; tying the whole identity together with a touch of pre-Columbian flair. The mythology positions Mexcalli as genuinely rooted in culture, standing out in a market where tradition often feels skin-deep.
Pulque and Mezcal, born from the agave plant (Maguey) was sipped-on by priests and nobles. The drink was often spotted in rituals, during pre-Columbian Mesoamerica. Today the beverage is still produced, though at a much lower quantity compared to a thousand years ago.
Mexcalli was a brand new line of Mezcales rich in historical heritage and culture. The name itself comes from the Nahuatl word for Maguey; an indigenous language spoken long before Spanish was. Mexcalli at its core celebrates and boasts the highly sophisticated civilizations of
pre-Columbian Mesoamerica by providing highly premium mezcal drinks in the most traditional way possible, exactly as been done for thousands of years.
Diving into the Artisanal and Luxury Mezcal Industry, the data revealed one thing bright and clear, "tradition". It is plastered all over brand stories and visuals. Yet, analysis reveals a glaring oversight – the industry largely ignores Mexico's pre-contact cultures, whose
mezcal-making practices predate Spanish arrival by centuries. Only Del Maguey dares to embrace indigenous culture in their voice, but even they fall short in brand imagery.
A critical problem emerged from this research, mirroring a pervasive issue in modern Mexico. Despite birthing several advanced and sophisticated civilizations, indigenous populations are still heavily discriminated against. They're pegged as poor, uneducated, and unrefined – often reduced to caricatures akin to the American "hillbilly" stereotype. The Mezcal Market reflects this bias starkly, with indigenous representation shoved into cheaper market segments.
The data pointed to a clear solution and brand promise for Mexcalli: Create a luxurious experience that authentically showcases the sophisticated cultures of Pre-columbian Mexico. This approach aims to disrupt the industry norm, elevating indigenous heritage to its rightful place in the premium space.
Challenge:
Combine sophisticated Swiss minimalism with an energetic highly ornate visual culture