Development of messaging and design for Los Amantes Mezcal campaign.
The Los Amantes brand was inspired by the Aztec legend of Mayahuel and Quetzalcoatl:
When the earth began there was an evil goddess in the sky named Tzintzimitl who kept the earth in darkness.
One day, Quetzalcoatl, the god of Redemption, tried to destroy her. Quetzalcoatl fell in love with Tzintimitl’s captive: Mayahuel, the goddess of Fertility. Quetzalcoatl rescued Mayahuel and brought her down to the earth, which infuriated Tzintzimtl, the evil goddess. Tzintzimtl found the two lovers and killed Mayahuel. Quetzalcoatl buried his love and destroyed Tzintziml. Light was restored to the earth. To comfort Quetzalcoatl, the God’s gave him a gift: his tears over Mayahuel’s burial gave birth to an agave plant. The plant exuded a sweet nectar of Mayahuel’s blood. When Quetzalcoatl drank the elixir, he was filled with feelings of peace and comfort.
This story and the process in which Mezcal is made lead us to our brand positioning. "Unearth the Spirit"