Aqara “Agave of the Andes” is the first artisan premium agave distillate outside of Mexico. As it wanted to conquer the North American market, our challenge was to create a new graphic identity that reflected its quality, sophistication, and origin.
In 2019, it was named “The Next Big Thing”; in 2020, “Promise Brand” by Tequila Aficionado Magazine. In the following years, Aqara kept collecting accolades and a new visual identity and packaging was needed to convey the quality of its attributes.
As tequila and mezcal are denominations of origin, one of the first challenges was to find a descriptor for the product. The decision was to emphasize the concept of Agave of the Andes, which clearly represents the Peruvian origin of the distillate.
Later, we developed a label in two blocks with three elements that are part of its genesis: the flowering wild agave, a snow-capped mountain from the Andean Range, and a Pre-Columbian loom in honor of its ancient heritage.
This helped to build a clear differentiation to compete at a global level in a highly developed universe. Because it’s not tequila or mezcal. It’s Peru.