In 2019, alcoholic RTDs were experiencing a rapid expansion as consumers continued to shift away from high-calorie beer and wine towards more refreshing and artful options. Elenita aimed to fill this void in the market with uniquely flavored sparkling mezcal cocktails. However, one of the biggest hurdles was that mezcal is less common than other spirits in the market. Interestingly, younger, more urban demographics have driven the most significant surge in Mezcal consumption.

Building upon the solid and, may I also say, beautiful identity and packaging Elenita had 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. The brand also would need to define a look and feel that extended beyond the pack. One that would ultimately appeal to the curious-minded consumer while harmonizing with the already established packaging design.

Upon completing in-depth research in the category, consumer, and culture of Mezcal, alo a robust brand story and strategy emerged. By intertwining the research findings with the brand's founding story, the brand's core idea became "Unearth Your True Spirit."

This verbiage was crafted to speak to the unique origin story of Mezcal while also conveying a sensorial craft and artistry. "Unearthing Your True Spirit" also delivered on challenging conventions, advocating to curiously seek out the unexpected and let the vibrant energy within shine.

Unearthing Your True Spirit is an awakeningto something more; it's the ability to see things differently and to reveal what's always there.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.

In addition to the "Mezcal Muses," unique illustrations were crafted to enrich the brand's narratives regarding flavors, branded experiences, swag, and more. The custom language was written to highlight Elenita's unique offering and point of view, designed to inspire consumers to discover freedom from the known and expected. Additionally, detailed art direction regarding photography styling and treatment was defined to help bring the alluring spirit of the brand to life.

To showcase the full breadth of the strategy and its assets, a 60-page brand book was developed. Breaking down how to utilize the visual suite of assets and library of language, the document would serve as a north star for Elenita to help guide the brand and future creative partners. Beyond defining how to utilize the visual assets and language, art direction for photography was established for lifestyle, product, and branded experiences. Knowing Elenita would need to thrive in the digital space as much as the physical, clear rules were set for the brand's OOH and social needs.