This exciting collaboration brings together the diverse talents of graphic designer Studio Fen and illustrator K Page, merging our distinct yet complementary skills and shared passion for innovative design. Our goal was to craft a brand identity that truly encapsulates every facet of the project. We focused on everything from the rugged, hand-drawn typography and striking, bold illustrations to the intense, smoky flavours of mezcal, the fierce yet captivating wildlife of the Mexican desert, and the brand’s engaging tone of voice, which strikes a perfect balance between authenticity and playful energy.

At the very core of the brand is Fuego Corazón, meaning “Heart Fire.” This powerful name speaks to the true essence of mezcal, a spirit born from the ancient tradition of burning the heart of the agave plant, which infuses the liquid with its distinctive smoky character. This profound concept inspired the heart of our design language. The deliberate choice of single-colour printing enhances the connection between typography and illustration, allowing both to blend seamlessly, creating a unified visual experience that reinforces the collaborative spirit of the project.

The resulting label design is a perfect marriage of traditional printmaking craftsmanship with modern design sensibilities, producing a visual identity that appeals to both long-standing mezcal enthusiasts and younger, design-conscious consumers alike. This project celebrates mezcal’s rich cultural heritage while boldly embracing the present, delivering a brand experience that feels timeless, fresh, and impactful.