Agave De Ray Primary Function: Isazisi Sophawu ngu-Bojun Tan

Uyilo olubizwa ngokuba yi-Agave De Ray Primary Function: Isazisi Sophawu olwenziwe ngu-Bojun Tan ngumwini obekekileyo webhaso elinobukhazikhazi le-2026 Ibhaso Lebhronzi le-A' Design Award Kudidi Lokhuphiswano lwe-Uyilo lweGrafiki, umZobo kunye noNxibelelwano oluBonakalayo.

IbhronziIgrafiki· 2026

Agave De Ray Primary Function: Isazisi Sophawu

ngu Bojun Tan

Umxhasi: Agave De Ray

Umwini we-Ibhaso Lebhronzi le-A' Design Award Kudidi Lwe-Igrafiki

6,565

Umwini Webhaso Oqinisekisiweyo

Qinisekisa Isimo Sebhaso se-#181084

Tyelela iSayithi Jonga kwi-A' Design Award Uxwebhu Lweendaba Ibheji Yembasa

Imibala

Uyilo

Malunga ne-Agave De Ray Primary Function: Isazisi Sophawu

Book Text: I-Agave De Ray ibonisa isakhiwo solophawu olucwengiweyo somrhwebi we-mezcal osekwe e-Beijing, edibanisa ilifa lase-Oaxaca nokwamkelwa kwabantu basezidolophini. Le projekthi isebenzisa isazisi esiziguqulayo apho izithako zibonakaliswa njengoomoya abalindileyo, idibanisa umzobo odlalayo nendlela engqongqo yokwakhiwa kwamagama. Ngokulinganisa ubumba bobugcisa nepalette yomhlaba ethomalele, uyilo lumisela umgangatho wokubonisa onobungcali kwiziselo zezindlu ezincinci, luguqulela inkalipho yookhokho kubaphulaphuli abaphambili banamhlanje.

Ukuqatshelwa

Malunga ne-Ibhaso Lebhronzi le-A' Design Award

Agave De Ray Primary Function: Isazisi Sophawu ngumphumeleli weIbhaso Lebhronzi le-A' Design Award, ukuqatshelwa okuhlonitshwayo kakhulu okunikwa imiyilo ephawulekayo eyahlukaniswa kukuyila, ubukrelekrele nobukrelekrele. Abaphumeleleyo beBhronzi ziimveliso ezinobuchule obukhulu nezidala ngokumangalisayo ezingqina amava aphangaleleyo, ukucinga nokwazi ukuzenzela kwabayili bazo. Agave De Ray Primary Function: Isazisi Sophawu iyathenjwa ukuba ibe yimpahla exatyiswa kakhulu, edunyiswayo nethandwayo enobungcali obuphawulekayo nezinto ezintsha. Lo myilo uphumeleleyo weIbhaso Lebhronzi le-A' Design Award ubandakanya iindlela ezilungileyo kakhulu kubugcisa, inzululwazi, uyilo kunye nobuchwephesha kwaye ugqwesile ngenxa yokunikela ingqalelo kwiinkcukacha. Agave De Ray Primary Function: Isazisi Sophawu iyanelisa iimfuno ngokumangalisayo, ichukumisa iinqwenelo, ikhwebela iimvakalelo kwaye itsala umdla.

Emva Koyilo

Ikhithi Yeendaba

Iziqinisekiso, amalungu eqela kunye neenkcukacha zobugcisa ezinikezelwe ngumyili.

Iimpawu Ezizodwa: 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
Imilinganiselo nePakishini: 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.
Iithegi: Adaptive Logo, Changing Logos, Catering, Drinks, Mexican, Characters
Ubuchwepheshe Bokuvelisa: 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.
Umngeni Woyilo: 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.
Uphando: 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.
Inkuthazo: 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.
Ubude Beprojekthi: The project started in January 2023 and finished in January 2026, and was soft-launched online since 2023.
Ukuhamba Komsebenzi: 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.