Agave De Ray Primær funktion: Brandidentitet af Bojun Tan er en højt anset vinder af den meget prestigefyldte 2026 A' Design Award i Bronze i konkurrencekategorien Grafik, Illustration og Visuel Kommunikationsdesign.
BronzeGrafik· 2026
Agave De Ray Primær funktion: Brandidentitet
af Bojun Tan
Klient: Agave De Ray
Vinder af A' Design Award i Bronze i kategorien Grafik
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Om Agave De Ray Primær funktion: Brandidentitet
Bogtekst: Agave De Ray præsenterer en raffineret brandarkitektur for en mezcal-forhandler baseret i Beijing, der forbinder oaxacansk kulturarv med urban gæstfrihed. Projektet anvender en adaptiv identitet, hvor ingredienserne personificeres som årvågne ånder, og forener legende illustration med et stringent typografisk system. Ved at balancere håndværksmæssige teksturer med en dæmpet jordfarvet palet etablerer designet en sofistikeret visuel standard for boutique-spiritus og oversætter forfædrenes råhed til et moderne elitepublikum.
Anerkendelsen
Om A' Design Award i Bronze
Agave De Ray Primær funktion: Brandidentitet er vinder af A' Design Award i Bronze, en højt prestigefyldt anerkendelse, der tildeles enestående designs, som udmærker sig ved kreativitet, opfindsomhed og skarpsindighed. Bronzevinderne er rigeligt dygtige og påfaldende kreative artefakter, der bekræfter deres designeres store erfaring, fantasi og snilde. Agave De Ray Primær funktion: Brandidentitet forventes at være en højt estimeret, beundret og kær genstand, der er bemærkelsesværdigt professionel og innovativ. Dette design, der har vundet A' Design Award i Bronze, indarbejder bedste praksis inden for kunst, videnskab, design og teknologi og er fremragende på grund af sin sans for detaljer. Agave De Ray Primær funktion: Brandidentitet tilfredsstiller pragtfuldt behov, rører længsler, charmerer følelser og appellerer til nysgerrigheden.
Bag Designet
Pressemappe
Credits, teammedlemmer og tekniske detaljer leveret af designeren.
- Unikke Egenskaber
- Agave de Ray is a mezcal dealer and bar based in Beijing. The project develops a brand architecture that bridges the raw, ancestral character of oaxacan mezcal production with the speakeasy drinking culture of beijing. Anchored by an adaptive visual identity, the system translates traditional agave-related elements into a family of quirky personified spirits. The overall brand identity aims to establish a new model of high-end boutique spirits within an urban drinking context
- Dimensioner & Emballage
- The brand identity is developed as a scalable digital system. Core assets are produced in vector formats (AI, SVG, EPS) and raster outputs (PNG, JPG) for web and print use. A modular 8-column grid grid system and defined clear-space rules ensure consistency across formats. Typography uses Cortese font family with structured hierarchy. Color specifications include RGB, CMYK, and Hex values for cross-media reproduction.
- Tags
- Adaptive Logo, Changing Logos, Catering, Drinks, Mexican, Characters
- Produktionsteknologi
- To maintain the brand’s Ancestral Grit, I utilized a digital linocut technique to create a high-contrast, tactile aesthetic that mimics traditional woodblock printing. The Adaptive Logo System was engineered for scalability across high-end catering touchpoints, from letterpress coasters on 600gsm cotton stock to copper-foiled bottle labels. The methodology centered on "Visual Governance"–balancing the quirky character illustrations with a rigid, minimalist typographic grid to ensure the brand felt both artisanal and elite.
- Designudfordring
- The primary challenge was achieving a fine balance between "playful quirk" and "high-end prestige." Internally, I had to balance the owner’s personal namesake with the historical weight of Oaxacan tradition. Externally, the obstacle was avoiding "craft-kitsch" while maintaining artisanal authenticity for the Beijing luxury market. I overcame this by engineering an adaptive logo system that shifts with the spirit, using a rigid minimalist grid to anchor the fluid, hand-drawn characters.
- Forskning
- This visual research analyzed the tension between traditional heritage and a luxury market of young drinking culture. Using comparative analysis and mood mapping, I identified a gap between traditional kitsch and luxury. By studying urban drinking rituals and premium spirit packaging, I developed an adaptive identity system, resulting in a series of motif that humanizes the product while maintaining elite status.
- Inspiration
- Driven by the brand's namesake, the owner, the design personified the agave as a watchful spirit by adding eyes to each element, infusing the identity with a personal, mischievous soul. The research focused on the tension between Oaxacan ancestral grit and Beijing's urban refinement. An adaptive logo system was made to shift with the product line, using a linocut aesthetic and a muted palette to ground the quirky characters in a high end, boutique dealer context.
- Projektvarighed
- The project started in January 2023 and finished in January 2026, and was soft-launched online since 2023.
- Driftsflow
- The brand operates through a "living" visual system where the agave spirits adapt to the user’s journey. At a tasting, the interaction begins with tactile, raw-textured invitations, leading to bottles where the "watchful" characters shift based on the specific spirit. This personification creates an emotional dialogue, making the complex heritage of Mezcal approachable yet elite. By balancing playful characters with rigid, premium materials, the design delivers a more memorable, intuitive, and culturally resonant ritual.
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