Agave De Ray Tamagit n Tneɣmast sɣur Bojun Tan

Agave De Ray Tamagit n Tneɣmast sɣur Bojun Tan d anerbaz yettwaqadren meqqren n 2026 Tarbaḥt A' Design Award n Lbrunz deg Taggayt n Tnaflit n Afeṣṣel n Unuɣ, Tugna d Teywalt Tamulant.

LbrunzUnuɣ· 2026

Agave De Ray Tamagit n Tneɣmast

sɣur Bojun Tan

Amsaɣ: Agave De Ray

Anerbaz n Tarbaḥt A' Design Award n Lbrunz deg Taggayt n Unuɣ

6,001

Anerbaz n Urraz Yettwasenqden

Senqed Addad n Urraz i #181084

Rzu ɣer usmel Wali deg A' Design Award Tabḍert n tɣamsa Tanecḍa n wammud

Initen

Afeṣṣel

Ɣef Agave De Ray Tamagit n Tneɣmast

Agave De Ray d-yessken yiwet n teɣsa n tmagit yettwasbedden akken iwata i yiwen n umsekkar n mezcal i yellan deg Beijing, yettcuddun lawrat n Oaxaca ɣer ustewḥeb aɣremdan. Asenfaṛ yesseqdac tamagit i yettmaɣ ara, anida ifeẓyenan ttwasmedyazen am leṛwaḥ iɛessasen, yesmuzgun tugna yeččuṛen d urar akked unagraw udlisan iǧehden. S usemⵙawi n tarrayin n usfar akked taqḍiɛt n wakal yensan, asuneɣ yessebded talɣa taẓuṛant yetzewqen i leqraḍi n boutique, yettarran tasusmert n yimezwura i yiwet n tarbaɛt tafellayt tatrart.

Asmekti

Ɣef Tarbaḥt A' Design Award n Lbrunz

Agave De Ray Tamagit n Tneɣmast d amerbaḥ n Tarbaḥt A' Design Award n Lbrunz, tagmat ɛlayen i yisnulfa yelhan, yeṭṭafaren tinawt, tamusni d tezmert. Imerbaḥen n Lbrunz d isnulfa yelhan, ttbanen d timusniwin n tmusni n yimahilen-nsen. Agave De Ray Tamagit n Tneɣmast ad yili d asnulfu yettwaɛezzen, yelhan, amaynut. Agave De Ray Tamagit n Tneɣmast yettemlil ɣef yimawlan, yettwaɛezzen s tmahilt-is.

Deffir n ufeṣṣel

Tagrurt n tɣamsa

Ismawen n terbaɛt, iferdisen itiknikanen akked telɣut i d-yefka umeṣṣufeɣ.

Taɣara Tasuft: 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
Tigejdiwin & Akemmus: 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.
Tibzimin: Adaptive Logo, Changing Logos, Catering, Drinks, Mexican, Characters
Tasnakta n Ufares: 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.
Asewḥel n Usnulfu: 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.
Anadi: 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.
Aseḥbiber: 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.
Tanzagt n Usenfar: The project started in January 2023 and finished in January 2026, and was soft-launched online since 2023.
Tanila n Umahil: 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.