Agave De Ray Primary Function: Chiratidzo Chebhurandi by Bojun Tan

Agave De Ray Primary Function: Chiratidzo Chebhurandi by Bojun Tan is a highly esteemed winner of the very prestigious 2026 Mubairo weBronzi we A' Design Award in Girafiki, Mifananidzo neKutaurirana kweMeso Competition Category.

BronziGirafiki· 2026

Agave De Ray Primary Function: Chiratidzo Chebhurandi

by Bojun Tan

Client: Agave De Ray

Mubairo weBronzi we A' Design Award Winner in Girafiki Category

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Colors

The Design

About Agave De Ray Primary Function: Chiratidzo Chebhurandi

Book Text: Agave De Ray inopa chivakwa chebhurandi chakanaka chemutengesi wemezcal anobva kuBeijing, ichibatanidza nhaka yeOaxaca neutsvana hwemumaguta. Chirongwa ichi chinoshandisa chiratidzo chinokwanisa kuchinja apo zvinodyiwa zvinopiwa hunhu hwemweya inorinda, ichibatanidza mifananidzo inonakidza nehurongwa hwakasimba hwemavara. Nekuenzanisira matekisitcha emaoko nemavara akadzikira epasi, dhizaini iyi inomisikidza chiyero chinooneka chakanaka chemhanza dzeboutique, ichidudzira simba remadzitateguru kune vateereri vemazuva ano vepamusoro.

The Recognition

About the Mubairo weBronzi we A' Design Award

Mubairo weBronzi we A' Design Award wakahwinwa ne Agave De Ray Primary Function: Chiratidzo Chebhurandi, rukudzo rwakakwirira kwazvo runopiwa kumadhizaini akasiyana anozivikanwa nekugadzira, njere nekungwara. Vakunda veBronzi mabasa ane unyanzvi hwakakwana uye kugadzira kunoshamisa kunosimbisa ruzivo rukuru, pfungwa nehunyanzvi hwevagadziri vawo. Agave De Ray Primary Function: Chiratidzo Chebhurandi inotarisirwa kuva chinhu chinokudzwa kwazvo, chinoremekedzwa uye chinodiwa, chine hunyanzvi hunoonekwa uye zvitsva. Dhizaini iyi yakahwina Mubairo weBronzi we A' Design Award inosanganisa maitiro akanakisa muhunyanzvi, sayenzi, dhizaini netekinoroji uye yakasiyana nekutarisisa zvidiki. Agave De Ray Primary Function: Chiratidzo Chebhurandi inogutsa zvinodiwa zvakanaka, inobata zvishuvo, inokwezva manzwiro uye inomutsa kuda kuziva.

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.