Elenita Mezcal

Unearth Your True Spirit.

Elenita isn't just a name; it's a spirit. An invitation to dig in and see what's beneath the surface. To take a chance on the road less traveled and come back with an epic story. Because with us, what you see is just the start of what you get. This goes deeper than your typical cocktail — starting with the sweet and smokey nectar from which we were born. Each sip unveils a different experience and encourages you to deepen your discovery. Elenita entices you to let your hair down and give us a twirl.

Brand strategy and extension for an artisanal mezcal RTD brand — 60-page brand book, Mezcal Muses, and a provocative point of view.

Problem

In 2019, alcoholic RTDs were experiencing a rapid expansion. Elenita aimed to fill this void in the market with uniquely flavored sparkling mezcal cocktails. However, mezcal is less common than other spirits. Building upon the solid identity and packaging designed by the agency Nice People, the goal was to infuse the brand with an enriching strategy and unique point of view to help them bring mezcal to the masses.

Solution

Upon completing in-depth research, the brand's core idea became "Unearth Your True Spirit." The "Mezcal Muses" bring the brand's strategy to life provocatively and curiously. They introduce a bit of mystery into scenarios while connecting us to the brand's Mexican heritage. The abstracted agave plant utilized as an eye speaks to the awakening and optimism Elenita's Mezcal entices. Unique illustrations were crafted to enrich the brand's narratives. A 60-page brand book was developed as a north star.

Outcome

A 60-page brand book was developed breaking down how to utilize the visual suite of assets and library of language.