Design Alchemy materialised the entire brand system of Kimia and unfolded the tales behind this elixir.
We chose to elevate the feminine power, inspired by the ancient legends of the spirit of Maguey. Which positioned the brand in the market, as an alternative angle to the many brands that are leaning into associating Mezcal with a sense of masculinity, based on the process of preparation.
We began the cycle by giving the brand a name, and design a logo, to then craft the bottle label alongside artists and poets. We then wrote the manifesto, unfolded the brand’s story and created the Brand Book.
Our mission was to give Kimia a sensual voice of expression that not only honours the artisanal work behind the cultivation of this power plant, but also revives the rituals as a reminder of consuming all sacred elements of nature with intentionality.
In the sacred lands of Mexico, where the drops of rain surrender to the clay soil and the agaves grow to find the light, lives an ancestral ritual that is being forgotten.
Mezcal Kimia births to revive it.
Brand’s Manifesto
For hundreds of years Mezcal was considered a medicine to cure. It was crafted in small badges mainly in the fields of Oaxaca, by the bare hands of locals through an artisanal process of hard work and patience. Yet in the last decade its production reached a large scale globally and the essence of this spirit is vanishing.
Our purpose is to conserve the sacredness of origin that pulses in every drop of this elixir, to encourage its conscious consumption as a legacy to human craft.
Mezcal Kimia is a distilled spirit extracted through a ritual of alchemy of earth and fire, intertwining their duality.
Recollecting fragments of the ancient legends, our inspiration with Mezcal Kimia is to elevate and empower the feminine spirit and her sensual mysticism, as an honor to the wisdom in the roots of Maguey.
Profoundly intentioned to preserve the essence of this liquid as a ritual, we sustainably bottle a ceremonial grade Mezcal that is created with intentionality from the source of cultivation to the smoky drops in your lips.
Produced by
Lauren Daniels
Written by
Zohar
Illustration by
Nicole Purdie