Arcana Agave Spirit

Colorado

Services

Branding
Packaging
Art Direction
Photography
Graphics

Agency

Stone Strategy & Design

Team

Daniel Alfonzo
Lucy Fisher
Mia Huang
Patrick O’Boyle
Andy Yates

Photography

Paul Miller

We built the brand around the story of El Picaro, “the rogue”, a tequila bootlegger defying Mexican authorities to make tequila in the great Sand Dunes of Colorado. Something that can only be done in Mexico by law. The location of the elusive agave patch is a closely held secret that is nestled in the sand dunes and can only be found using the stars and a sextant. Once a year the Midnight Agave Society distill Arcana under the new moon and share their sacred spirit with a select few.

The bottle itself needed to feel special and elevated like the spirits it contained; so we pulled out all the stops when it came to details. The metallic foil stamping on the bottle mirrors the glimmer of star-filled sky at the dunes during a new moon. The secondary packaging that envelops the bottle tells the story of the bootlegging side of things, with elements like hand-stamped branding on craft paper and tied twine details. Our photography creates an unique narrative that is shrouded in secrecy, alluding to the Society and their inner workings, but never fully revealing their true identities.