“Un beso en el pico, que lleva a la flor”
“A kiss on the beak,​​​​​​​ that leads to the flower”

Picaflor is a visual and conceptual tribute to the cultural depth of Oaxaca and the sacred process behind mezcal. This project was an opportunity to not only design a label, but to build a story rooted in nature, myth, and memory.

In pre-Hispanic cosmology, the hummingbird is more than just a pollinator. It is the nahual of warriors, the messenger of good wishes between gods and humans. A symbol of vitality, beauty, and harmony. In Oaxacan mezcal culture, “to kiss” is a poetic way of describing the gentle, mindful act of tasting and savoring mezcal. In the Zapotec language, the word for hummingbird is Biulú, meaning “that which leaves, but remains in your eyes.” That’s the spirit behind Picaflor—a memory of Oaxaca that, once kissed, lingers forever in your soul.

The shape of the label was inspired by the handcrafted contours of papel amate, reflecting a tactile, artisanal tradition. At the center, a custom illustration by a tattoo artist Edi Luz Roja, features the hummingbird—el picaflor—pollinating the agave.

The logotype was set using a typeface from a 1970’s font specimen book, selected for its strong and organic character. This decision contributes to the blend of visual nostalgia and contemporary craft sensibility.

On the neck, a foil-stamped seal reads: “A kiss on the beak that leads to the flower,” along with a stylized skull—connecting to Mexican iconography around life, death, desire, and celebration.

Copper tones evoke the traditional stills used in the distillation of mezcal, adding warmth and a sense of heritage to the visual palette.