This branding project focused on repositioning Alitas, an established mezcal company, with a modern, clean, and sophisticated visual identity that honors its rich cultural roots while appealing to a new generation of consumers. The goal was to challenge common stereotypes around mezcal—often seen as a party shot—and instead elevate it as a refined spirit meant to be savored and shared. The rebrand also aimed to highlight Alitas’ commitment to sustainability and tradition, targeting young professionals who value quality, authenticity, and environmental responsibility.

The rebranding process began with in-depth research of the original identity, competitive market analysis, and a study of mezcal production—including traditional and sustainable methods. Additional research into Mexican history, regional agave farms, and local art deeply informed the visual direction.

A comprehensive brand brief was developed, guiding logo ideation through sketches, iterative development, and user-centered design strategies. Target audience insights were backed by demographic statistics, and the brand voice and visuals were refined to balance cultural heritage with contemporary aesthetics. The process also included a structured production schedule, industry review, and product positioning analysis to ensure Alitas stood out in an increasingly competitive market.