Brand identity and packaging for an artisanal raicilla spirit

Menta created the brand identity for Querida Raicilla, an artisanal spirit from El Tuito, Jalisco. Inspired by the place name’s divine meaning and the landscape of the Sierra Madre Occidental, the concept evokes mother nature as a radiant female figure nurturing agaves. Menta developed expressive lettering, symbolic icons for the coast and mountains, and a vibrant palette drawn from tropical Mexico with an irreverent edge. The studio also shaped the tagline, “Divino Recuerdo Artesanal,” to emphasize memory, affection, and craftsmanship. The project extended across packaging, collateral, website, and social media kit to build a cohesive brand world rooted in origin, mythology, and artisanal production.