Externa (External) is a tequila that emphasises the origin of Mexican spirits, and whose protagonist is “Mayahuel”, an Aztec goddess represented mainly in pre-Hispanic codices and associated with agave, this time with a contemporary graphic representation, arises from the Mesoamerican beliefs and is considered a goddess of fertility and sacred drink. Its importance for Mexico lies in its connection with agriculture and ancestral traditions; the agave plays an important role in religious and social ceremonies. Mayahuel symbolizes both physical and spiritual sustenance, reflecting the cultural richness and worldview of ancient Mexico. Finishes such as hot stamping and screen printing were vital to convey the contemporaneity of the Goddess and the drink.

The material chosen to bring Tequila Eterna to life was Fasson® 60#Estate Label® No.25 Black WS FSC, from Avery Dennison. A completely black paper with no coatings. This material provides a wonderful canvas that highlights the colors and finishes of the design, creating a unique and visually striking environment.

This Tequila is part of Celebra, an Avery Dennison project that expresses the cultural richness of Latin America through conceptual labels of typical drinks from each country. Seven countries were invited to participate in this initiative: Argentina, Brazil, Colombia, Chile, Guatemala, Mexico and Peru.

F3 Brands created a brand identity connected to Mayahuel with a more contemporary image, based on Mexican codices and taking advantage of current printing techniques, such as foils, silkscreens, varnishes and digital printing on black paper.