Agave De Ray Fungsi Utama: Identitas Merek oleh Bojun Tan

Karya Agave De Ray Fungsi Utama: Identitas Merek oleh Bojun Tan adalah pemenang yang sangat dihormati dari 2026 A' Design Award Perunggu yang sangat bergengsi dalam Kategori Kompetisi Desain Grafis, Ilustrasi dan Komunikasi Visual.

PerungguGrafis· 2026

Agave De Ray Fungsi Utama: Identitas Merek

oleh Bojun Tan

Klien: Agave De Ray

Pemenang A' Design Award Perunggu dalam Kategori Grafis

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Tentang Agave De Ray Fungsi Utama: Identitas Merek

Teks Buku: Agave De Ray menghadirkan arsitektur merek yang halus untuk penyalur mezcal yang berbasis di Beijing, menjembatani warisan Oaxaca dengan keramahtamahan urban. Proyek ini memanfaatkan identitas adaptif di mana bahan-bahannya dipersonifikasikan sebagai roh-roh penjaga yang waspada, memadukan ilustrasi yang menyenangkan dengan sistem tipografi yang ketat. Dengan menyeimbangkan tekstur artisanal dan palet warna tanah yang lembut, desain ini menetapkan standar visual yang canggih untuk minuman beralkohol butik, menerjemahkan ketangguhan leluhur bagi audiens elit modern.

Pengakuan

Tentang A' Design Award Perunggu

Agave De Ray Fungsi Utama: Identitas Merek adalah pemenang A' Design Award Perunggu, pengakuan yang sangat bergengsi yang diberikan kepada desain luar biasa yang dicirikan oleh kreativitas, kecerdikan, dan ketajaman. Pemenang Perunggu adalah artefak yang sangat terampil dan sangat kreatif yang membuktikan pengalaman luas, imajinasi, dan kelihaian para desainernya. Agave De Ray Fungsi Utama: Identitas Merek diharapkan menjadi objek yang sangat dihargai, dikagumi, dan dicintai, sangat profesional dan inovatif. Desain pemenang A' Design Award Perunggu ini menyertakan praktik terbaik dalam seni, sains, desain, dan teknologi, dan sangat baik dalam perhatiannya pada detail. Agave De Ray Fungsi Utama: Identitas Merek memuaskan kebutuhan dengan indah, menyentuh keinginan, memikat perasaan, dan menarik rasa ingin tahu.

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Kit Pers

Kredit, anggota tim, dan detail teknis yang disediakan oleh desainer.

Keunikan: 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
Dimensi & Kemasan: 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.
Tag: Adaptive Logo, Changing Logos, Catering, Drinks, Mexican, Characters
Teknologi Produksi: 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.
Tantangan Desain: 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.
Riset: 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.
Inspirasi: 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.
Durasi Proyek: The project started in January 2023 and finished in January 2026, and was soft-launched online since 2023.
Alur Operasi: 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.