Mezcal Comunión

planning  |  naming  |  Branding  |  label

Mezcal Comunión is a brand of distilled spirits dedicated to creating products with a well-defined and balanced flavor profile, ensuring pleasurable sensory experiences

Within the planning process, it was determined that to name and create the mezcal brand, we needed to find a concept that could encompass various products, offering more growth opportunities.

This led us to establish a distillery where each product could have its distinct identity, tailored to its characteristics and the desired positioning. We aimed to avoid confining everything to a single voice or name that might restrict us. This approach allowed us to consider various product lines derived from the distillery, including premium and more accessible options, each with a brand image suitable for its target audience.

Our inaugural product is a mezcal designed for individuals aged 30 to 50, with knowledge or at least minimal experience with mezcal. They belong to the middle to middle-high socio-economic status. These individuals are critical thinkers who are concerned about society and deeply committed, whether through their work or family involvement.

These individuals, both men and women, are in pursuit of a sensory-emotional experience, emphasizing the concept of balance.

They now prefer mezcals with a certain level of complexity, going beyond products with low alcohol content or simple profiles.

Moving forward, let's explore the final concept and the names derived for the distillery, including one for the initial mezcal project and another for the craft beer that's already in the market but with a different name.

The concept is to establish a thematic, logical, and emotional connection between the names so they can be linked as brands within the same family, yet each with its unique character and identity. Building on this notion and taking into account the Mexican or indigenous nature of the products, the following path emerged:

Usos y Costumbres defines all the practices we're accustomed to, those we enjoy, and those that form part of our tradition and identity. It's not necessarily something officially recognized, legalized, or subjected to anthropological scrutiny. Yet, it's precisely what makes it richer, more interesting, and uniquely ours.

Originally, "Mitote" referred to a ritual dance. In contemporary terms, it represents a gathering, a celebration, or a convivial gathering. It's a ubiquitous concept in Mexico, and no gathering is complete without cracking open a beer.

The symbol and name must be underpinned by a concept that unites them as a cohesive whole.

To ensure consumer perception and shelf presence, Mezcal Comunión should stand among exceptional mezcals, signifying superior quality.

This phrase, adopted by mezcal enthusiasts, traces its origins to the use of small candles as shot glasses. Mezcal masters began using cross-shaped glasses after offering a candle to seek blessings for their production. This act of toasting in these small vessels embodies a sense of communion inherent to mezcal.

Inspired by this mezcal communion ritual, I crafted an abstraction of the glass at the moment of sipping, symbolically reimagining the viewpoint that represents the union of the votive candle and mezcal at the moment of tasting.

otros proyectos