Trueno Mezcal
My goal in this project was to build an imaginary beverage product, determine its name, create flavors, and establish its packaging. I wanted to establish a theme, story and overall style to be used as a cohesive brand system which could easily lend itself to several different flavors. The target audience for this project are people who enjoy the finer things in life, people who have expendable money and someone who might purchase something just because of the beautiful packaging. This influenced my design because I wanted to create something unique that had an upscale handcrafted design.
Moodboard Discovery & Exploration
I was very inspired by the origin story of mezcal and wanted to incorporate this into the brand. The ancient story says that Mezcal was first discovered when lightning struck an agave plant at the core which cracked it open and out poured Mezcal. This story was the inspiration for the name I chose for the mezcal brand, Trueno which means thunder in Spanish. First came the lightning, and then came the thunder, Trueno. I was also very inspired by the traditional Mexican art style of painting alebrijes which are sculptures of mythical creatures from Mexican folklore. The intricacy of the painting is striking and embodies the high-quality, handcrafted element that I aim to convey within my design.
Sketches
Option 1
Option 2
Option 3
Round 1 Drafts
In my first round of drafts, I was very happy with options 1 and 3. In option 1 I think the lizard illustration worked very well with the design and it invoked the traditional Mexican style I was going for. However, the typography needed work and the brand name is a bit hard to read when stacked on 3 lines. The simplicity of option 3 appeals to my target audience but the design lacked the traditional elements of Mexican art that I wanted to incorporate.
Option 1
Option 2
Round 2 Drafts
I decided to go with option 1 from my previous drafts but changed the layout to be more horizontal. In option 1 the main typeface for Trueno is exactly what I was looking for and I think it best exemplifies the brand. However, I don’t think the sans serif for the body copy pairs very well it. As for option 2, I explored using a black background for the label but I don’t think it aligns as well with my audience. The serif typeface for the body copy is working well and gives the design a more high-quality and refined tone.
Final Design
Reflection
I decided to go with option 1 from my previous drafts but changed the layout to be more horizontal. In option 1 the main typeface for Trueno is exactly what I was looking for and I think it best exemplifies the brand. However, I don’t think the sans serif for the body copy pairs very well it. As for option 2, I explored using a black background for the label but I don’t think it aligns as well with my audience. The serif typeface for the body copy is working well and gives the design a more high-quality and refined look.