Agave De Ray

For Agave De Ray, I developed a brand architecture that bridges the raw, ancestral grit of Oaxacan mezcal production with the speakeasy drinking culture of Beijing. Centered on an adaptive visual identity, the system transforms traditional agave-related elements into a family of quirky, "watchful" spirits that personify the ingredients themselves. This playful character-driven approach is grounded by a rigorous typographic framework and a muted, earthen palette, positioning the brand as both a curated dealer and a cultural disruptor. By balancing tactile, harvest-focused photography with minimalist design, the project moves beyond mere aesthetics to establish a new visual governance for high-end boutique spirits in an urban drinking context.

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