Verbena is a popular festival of a town or a neighborhood of a city, normally associated with a saint and celebrated at night, as in the case of the well-known San Juan festival on the summer solstice. In its traditional model it included dancing and typical food and drink stalls, and all kinds of trinkets. Sometimes the organization of the verbena prepares a contest of typical dances of the area or of dances called ballroom. Children’s festivals can also be considered those that are held on the last day of the course.
The word verbena, with which the “evening of popular rejoicing that is celebrated on the eve of certain festivities” is designated, corresponded to the name of a plant, the “verbena” (Verbena officinalis), small, of cabbage flower. Gratitude is the feeling of appreciation and esteem for a good received, spiritual or material, which is expressed in the voluntary desire for correspondence through words or through a gesture. Being a feeling, gratitude is not an obligation.
The word gratitude comes from the Latin “gratitudo”, a term that in turn is formed from the root gratus, which means ‘pleasant’ and the suffix tudo, which expresses quality. We unite the Words Verbena & Gratitude and their symbolism creating a drink as a ritual of gratitude to our clients and friends. A drink made with DOCTRINO mezcal to celebrate the end of the year and the development of new projects.
The graphic identity shows a people united with smiles, a people that despite how difficult this year is, is going to celebrate projects, triumphs or falls. Mezcal as a party ritual. As a memory of living in the present. A reminder that bad times have to pass. A series of characters was made for the label that shows different ways of thinking, or different social classes showing the union of people at parties. A project full of color, a project that shows the holiday season, closing the year being optimistic and waiting for a happy new year and looking forward to a new celebration
- Agency/Creative: Hi! estudio
- Article Title: Hi! Estudio Design Branding for Mexa Party Mezcal
- Organisation/Entity: Agency, Published Commercial Design
- Project Type: Packaging
- Agency/Creative Country: Mexico
- Market Region: Multiple Regions
- Project Deliverables: Brand Creation, Brand Refinement, Branding, Illustration, Industrial Design, Photography, Rebranding, Research
- Format: Bottle, Box
- Substrate: Glass Bottle