Cannes Lions

Cráneo Organic Mezcal

VAN HEERTUM DESIGN VHD, Tilburg / 123 SPIRITS / 2017

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Overview

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Overview

Description

Instead of just using the design of the bottle and labels, we also chose to use all possible materials and production techniques available, to underline and strengthen the brand values of this organic product. Hand-blowing the glass was chosen to create the bottles from 100% recycled glass (underlining both the craftmanship in production and organic nature of the mezcal). Furthermore the labels are produced from recycled paper, are printed with soy-based inks and even glued to the bottles using vegetable based glue; to top it of, wooden caps with natural cork are used, making every detail of the bottles organic and sustainable.

Execution

Next to using organic and sustainable materials in the packaging production, like explained before, the graphic design process of the labels itself continues on this road to organic design perfection. Honouring century old Mexican traditions, the sacred skull depicted on the label was inspired by the Aztec Goddess Mictecacihuatl 'Meek-teka-seewahdl', the guardian of the bones, which symbolizes strength and influence, complementing the artisanal mescal that derives its strength and character from agave espadin. Only black and white is used, symbolizing the pureness of the transparent organic spirit. The artwork of the skull was hand carved into wood (symbolizing the craftsmanship), which was the base for the artwork on the labels and the actual print work (with soy inks) onto the recycled paper. To give the label the real hand carved feeling, the carvings where embossed into the label.

Outcome

The result is a design that tells the brand story using all parts of the bottle. The packaging is used as a real added value communication tool. Making a real statement in a market where luxury bottles and production processes are not the most organic and environmentally friendly.

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