In competitive markets, it can be challenging for new brands to gain visibility. This is why it’s important to have a strong, compelling visual identity to stand out from the rest. The packaging designs in this week’s featured entries have this covered!
“Curro Mezcal” (above) was designed for a tequila company based in Latin America. According to the designer, Rodrigo Suarez, in Latin America, the word curro has different meanings. “While in Argentina it represents a trick to deceive someone, in Mexico it is an archaic term to describe an attractive, well-groomed man.” When the team at Cocoa Brands began to construct Curro Mezcal’s story, they decided to merge both concepts to playfully portray “typical Mexican mischief” in the form of a coyote, who represents good fortune in Latin American culture. The beautiful linework of illustrator Sergio Sanchez stands out in white print against the black label, depicting a coyote wandering through the night as the moon and stars shine above it. What ties the piece together is the glossy brass typography and intricate borders that give the illustration a baroque style frame. On the shelf, Curro immediately stands out in a sea of minimalistic and rustic designs while successfully promoting the brand’s carefully crafted spirits.
