“Manos les van a faltar” required a brand identity that captured the essence of an authentic, artisanal, high-quality mezcal. The project faced multiple challenges that affected its ability to stand out in a competitive market and emotionally connect with its target audience:

• Graphically merge multiple hands with a maguey:
  The main challenge was to design a logo that represented the idea behind the name, harmoniously integrating hands and the maguey as central elements of the brand.
• Difficulty in conveying your unique proposition:
  The concept behind the name, “Manos les van a faltar” (Manos les van a faltar) (Hands will be missing), needed to be represented visually to stand out in a saturated market and create an immediate connection with consumers.
• Need for an attractive packaging design:
  The bottle, as the first point of contact with the consumer, lacked a memorable design that communicated the quality and character of the product.
• Lack of brand guidelines:
  There was no identity manual to ensure the correct application of the brand in various contexts, from printed material to digital applications.