The concept of Madonna was born as an experiment in object branding. What happens if you take any work of art, architecture, or industrial design and transform it into a brand identity?

This experiment was based on the masterpiece created by the genius Norwegian artist Edvard Munch – Madonna in the technique of lithography. This painting has a very powerful emotional message and its own unique visual language and character – torn, passionate and frightening.

The theme of my project may seem unexpected – Mezcal and music. If you have ever tried Mezcal you know that the taste this beverage is especially original. And its character always reminds me of violin’s soul – harsh, suffering, languishing and desperate. All these emotions are caused by the picture of Munch as well, and regardless the fact that the culture of early expressionism does not clearly echo the Mexican culture of that time, the synergy of these two natures has inspired me to step beyond the usual perception of the alcoholic category.

Musica De Mezcal is a concept that combines a raging Munch, classical music, a bit of passionate Mexico and the synergy of talented people who happened to be with me in this project.