CONTRATIEMPO
CONTEXT:
Mezcal Contratiempo is a premium mezcal brand rooted in Mexican tradition, crafted for a contemporary audience seeking authenticity, quality, and cultural depth. The challenge was to build a brand that honored heritage while standing out in a highly competitive and visually saturated spirits market.
MEZCAL ARTESANAL
CHALLENGE:
The mezcal category is crowded with brands relying heavily on folklore and traditional aesthetics. Contratiempo needed a distinctive identity that felt authentic but not predictable—one capable of connecting with modern consumers without losing its artisanal roots.
The brand required:
Clear positioning within the premium mezcal segment
A strong narrative beyond visual clichés
A visual system adaptable to packaging, storytelling, and future growth
STRATEGY:
The brand strategy focused on the idea of “Contratiempo” as a moment of pause, disruption, and reflection—an invitation to slow down and experience mezcal consciously.
Key strategic decisions included:
Defining a brand purpose centered on ritual, time, and intention
Positioning Contratiempo as a mezcal for thoughtful consumption, not mass appeal
Developing a tone that balanced tradition with contemporary sophistication
Creating a visual language that avoided expected mezcal tropes
Solution
A complete brand identity system was developed, including:
Logo and visual identity with a refined yet expressive character
Packaging design that emphasizes tactility, composition, and restraint
Art direction that supports storytelling and brand atmosphere
A flexible system capable of scaling across product lines and communications
The result is a brand that feels distinct, premium, and culturally grounded, while remaining relevant to a modern audience.
Outcome
A clear and differentiated brand positioning within the mezcal category
A cohesive visual system aligned with the brand’s strategic intent
Strong visual presence at point of sale and digital platforms
A foundation ready for brand growth and future extensions
Role: Brand Strategy, Visual Identity, Packaging Design, Art Direction
In Zapotec culture, the owl represents: A symbol of wisdom, vision, and understanding of the spiritual world. It represents people with a deep connection to ancestral knowledge. It is a messenger between the earthly and spiritual worlds.
MANIFEST
We move forward with "Contratiempo," safeguarding the origin of our spirits. We are dedicated to preserving the ancestral and artisanal traditions of mezcal. We hold great respect for nature and our master mezcaleros. We offer premium and authentic mezcals, handcrafted using ancestral methods and wild and endemic agave, capturing in each bottle the traditional essence of Mexican culture and spirit, providing a sophisticated experience for true mezcal lovers.
Our mezcals are ideal for discerning and knowledgeable palates, those seeking extraordinary moments, transforming any "Contratiempo (setback)" into a perfect celebration. We distinguish ourselves through our commitment to exceptional quality and sustainability. By partnering with certified producing communities, we offer a product that is a symbol of tradition, pride, and authenticity. We are your master mezcal maker, guiding you through an enriching and reflective experience, inviting you to discover the wisdom of time in every drop. Every journey begins with a "Contratiempo," but ends with something spectacular!
