The objective of establishing Capital Bacanora was to introduce a premium agave spirit from Sonora, Mexico, to markets in the U.S. and around the globe. Bacanora, a lesser-known relative of mezcal and tequila, has deep connections to Sonora. Capital aims to honor that tradition while providing a refined, bold, and modern choice for discerning clientele. The goal was to create a design and packaging idea that showcases the authentic and elegant characteristics of Bacanora, ensuring its visibility in the global high-end spirits industry.

The project aimed to design branding and packaging that highlights Capital Bacanora’s heritage, expertise, and distinctiveness. Given Sonora’s rich cultural history, such as the well-known Álamos cathedral, the branding needs to reflect elegance and confidence, traits that mirror both the product and its target audience. The bottle’s design, materials, and overall look had to convey a sense of high quality, while remaining true to Bacanora’s roots.

The strategic plan highlighted the significance of combining traditional elements with modern sophistication. To reach the targeted audience of affluent individuals aged 35-50 who appreciate luxurious, handmade products, the brand needed to achieve a blend of elegance and approachability. The design strategy focused on creating a timeless and sophisticated identity that blends old-fashioned expertise with contemporary style. By incorporating elements of Sonora’s cultural sites, the comparison between the agave’s rugged charm and the meticulous care taken with every small batch of Capital Bacanora was emphasized.

The process of designing:

Studies and observations: The design process started by thoroughly researching the background of Bacanora, its making process, and its importance in Sonora’s culture. We studied classic production methods and the natural habitat of the agave to influence our decisions on visuals and materials.

Development of ideas and concepts: The initial phase of the idea centered on incorporating intricate design elements drawn from the agave fields and the architectural beauty of Alamos Sonora’s cathedral to capture the essence.

Implementation of design: The bottle was created to be stylish and impactful, showcasing both the agave plant and cathedral dome through clean, sharp lines.

The branding incorporates a color scheme influenced by the hues of the Sonoran landscape, contrasted with rich, golden tones to create a feeling of sophistication and luxury. Typography is important, as a serif font mirrors the brand’s bold and self-assured identity.

Outcome: The ultimate logo effectively reflects Capital Bacanora’s image as a high-quality, small-batch liquor that honours its Sonoran heritage while attracting luxury consumers worldwide. The Bacanora is positioned as a sophisticated choice in the spirits category due to its elegant packaging and branding, appealing to those seeking a unique and refined option.

Effect: The brand’s visual identity and packaging have received high praise for their genuine nature and capacity to communicate a luxurious feel. The strong but elegant look attracts a specific market that appreciates tradition and uniqueness, establishing Capital Bacanora as a strong competitor in the upscale spirits market worldwide.