Agua Mágica, an ultra-premium spirits brand revealing the depths of Oaxacan culture through a transcendent sipping experience, launches their first mezcal. Founded by an all-Mexican team, the brand embraces Oaxaca’s rich, artisanal history while aiming to recontextualize mezcal consumption occasions and empower the mezcaleros and community behind the agave elixir.
Agua Mágica strives to contemporize Mexican lore and prehistoric rituals, where mezcal is a celebratory spirit playing a crucial part in all festividades – from weddings to funerals to births. The brand embraces Oaxacan traditions, such as bestowing the responsibility of mayordomo on a fellow party-goer to keep the drinks flowing, through the lens of magical realism. “We want to show the world the beauty of the land as well as the roots and customs that accompany mezcal. In order to do so, we’ve partnered with locals to narrate the region’s cultural richness in an abstract film,” states Rafael Shin, founder of Agua Mágica.
Agua Mágica worked with Mythology to create a soulful brand that references the rich history of the spirit and age-old traditions of Oaxaca. After two years of developing the visuals and design, the result is a green tinted luna shaped bottle, inspired by ceramic vessels in Oaxaca, with delicate gold mesh embracing the outer shell. The bottle comes within a storybook-like package featuring illustrations created by Latin American painter, Miguel Cardenas. The artwork depicts Mexican lore and prehistoric rituals, through the lense of magical realism, showcasing mezcal as a celebratory spirit playing a crucial part in all festivities – from weddings to funerals to births.
CREDIT
- Agency/Creative: Mythology
- Article Title: Agua Mágica Mezcal and Mythology Create Storybook Packaging Inspired by Oaxacan Traditions
- Organisation/Entity: Agency
- Project Type: Packaging
- Project Status: Published
- Agency/Creative Country: United States
- Agency/Creative City: New York
- Market Region: North America
- Project Deliverables: Brand Design, Branding, Packaging Design
- Format: Bottle
- Substrate: Glass Bottle
- Industry: Food/Beverage
- Keywords: Agua Mágica, Mezcal, Mythology, Packaging Design, Branding, Spirits, Oaxaca, Illustrations, Mexico
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Credits:
Branding: Mythology
Film Director and Writer: Fernando Guisa
Artist: Miguel Cardenas
Poet: Efrain Velasco
Anthropologist: Nicholas Johnson
Photographer: Sam Youkilis
Photographer: Michael Toolan
Photographer: Guillermo del Hoyo
Photographer: David Baum
Photographer: Sebastián Castillo
