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El Rayo Tequila Branding & Packaging by Toro Pinto

Published Oct 24, 2019

El Rayo (translated as thunderbolt) is a new tequila brand that aims to change the drink’s perception in Europe. To help dispel the idea that the beverage serves the sole purpose of inebriation, Mexican studio Toro Pinto created a visual identity focused on the exuberance of the local drink.

“The base narrative is a fictional story about the ancient popular legend of the origin of tequila.”

“In it a farmer crosses a field where he witnesses a lightning striking the core of an agave plant from where the drink, known today as tequila, flowed out of. We took the explorer archetype for the brand’s essence and it became the label’s protagonist.

The identity was developed under a Mexican folk tale tone. Landscapes filled with Mexican fields walked by farmers that became the centerpiece of the brand’s artwork. The big picture reminds us of the stories told in small towns, legends about enlightenment brought by the sky. Both the branding and packaging are filled with hints of pop art and a modern contemporary aesthetic, a substantial universe that was applied to the brand’s collaterals.”

More packaging design via Behance

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