Manojo Mezcal’s packaging, designed by Alexander Ferzan, Co-Founder of Manojo and Founder of creative agency Zaddy, is an ideal blend of bold modernity and rich Oaxacan tradition. Its vibrant blue label quickly grabs attention with a sleek, minimalist hand-and-eye graphic—a clever nod to the brand’s name. Clean, striking typography adds a sense of precision and craftsmanship. The result? A look that’s both visually stunning and deeply meaningful, creating a crave-able identity system.
“We wanted to create an icon that was familiar, and that evoked a habitual response. The Hand/Eye visual is a response to the compound nature of the brand name, MANOJO. We wanted people to say it, and to know the translation, as they put their hand to their eye for a photograph,” shares Ferzan.
“The blue is a silver-like blue, representative of the Espadín agave that makes up our juice—a non-negotiable color for Chef Enrique. The red is a very important red, as it not only represents the Rio Color de Hormiga (Red Ant River) which crosses through San Luis del Rio, but it’s also a key callback to the process of harvesting agave,” he continues. “When the agave is ripe, you can use a refractometer to check the sugar levels in the plant, or you can look at the blood spots after cutting the pencas to reveal the piña. Those spots, not too few, not too many, are a natural tell of the sugar level, and ultimately the ripeness.”
