Agave De Ray Primary Function: Merkevareidentitet by Bojun Tan

Agave De Ray Primary Function: Merkevareidentitet by Bojun Tan is a highly esteemed winner of the very prestigious 2026 A' Design Award i Bronse in Grafikk, illustrasjon og visuell kommunikasjonsdesign Competition Category.

BronseGrafikk· 2026

Agave De Ray Primary Function: Merkevareidentitet

by Bojun Tan

Client: Agave De Ray

A' Design Award i Bronse Winner in Grafikk Category

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Verified Award Winner

Verify Award Status for #181084

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Colors

The Design

About Agave De Ray Primary Function: Merkevareidentitet

Book Text: Agave De Ray presenterer en raffinert merkevarearkitektur for en Beijing-basert mezcal-forhandler, og bygger bro mellom oaxacansk arv og urban gjestfrihet. Prosjektet benytter en tilpasningsdyktig identitet der ingrediensene personifiseres som vaktsomme ånder, og forener leken illustrasjon med et stringent typografisk system. Ved å balansere håndverksmessige teksturer med en dempet jordfarget palett, etablerer designet en sofistikert visuell standard for boutique-brennevin, og oversetter forfedrenes ujevnhet for et moderne elitepublikum.

The Recognition

About the A' Design Award i Bronse

Agave De Ray Primary Function: Merkevareidentitet er vinner av A' Design Award i Bronse, en høyt prestisjefylt anerkjennelse som tildeles enestående design som utmerker seg ved kreativitet, oppfinnsomhet og skarpsindighet. Bronsevinnere er rikt dyktige og påfallende kreative gjenstander som bekrefter designernes store erfaring, fantasi og ressurssterkhet. Agave De Ray Primary Function: Merkevareidentitet forventes å være en høyt ansett, beundret og verdsatt gjenstand som er bemerkelsesverdig profesjonell og nyskapende. Dette designet, som har vunnet A' Design Award i Bronse, rommer beste praksis innen kunst, vitenskap, design og teknologi og utmerker seg ved sin omtanke for detaljer. Agave De Ray Primary Function: Merkevareidentitet tilfredsstiller behov på en strålende måte, berører ønsker, sjarmerer følelser og vekker nysgjerrighet.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: 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
Dimensions & Packaging: 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
Production Technology: 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.
Design Challenge: 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.
Research: 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.
Project Duration: The project started in January 2023 and finished in January 2026, and was soft-launched online since 2023.
Operation Flow: 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.