Menta is a branding and packaging studio, specialised in brand identity and packaging for niche wellness, spirits and food & beverage. They were approached to redesign Monte Marea, a female-founded raicilla, a mezcal variety from the coasts and mountain regions of Jalisco. 

This agave spirit is crafted in small batches in synchronicity with the phases of the moon. Menta thoughtfully rebranded from storytelling to labels, to communicate the spirit of the agave, its connection with the earth, and the artisanal process.

Menta designed a bespoke wordmark inspired by the cantina facades of Mexico, with intentional naïve proportions in each letter, paired with an iconic illustration that reflects the spirit of the agave, and the brand name's essence: the mountains and the sea. Alongside an earthy colour palette for the full range, the packaging reflects authenticity with a touch of sophistication and femininity.

Monte Marea's new packaging captures the essence of its raicilla, championing its female founders and Maestra Tabernera in a traditionally male-dominated industry. Through emotional storytelling and raw materiality, it crafts a compelling new brand identity.

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