Agave De Ray Primêre Funksie: Handelsmerkidentiteit deur Bojun Tan

Die ontwerp Agave De Ray Primêre Funksie: Handelsmerkidentiteit deur Bojun Tan is 'n hoogs gewaardeerde wenner van die baie prestigieuese 2026 A' Design Award in Brons in die Grafika-, Illustrasie- en Visuele Kommunikasie-ontwerp-kompetisiekategorie.

BronsGrafika· 2026

Agave De Ray Primêre Funksie: Handelsmerkidentiteit

deur Bojun Tan

Kliënt: Agave De Ray

Wenner van die A' Design Award in Brons in die Grafika-kategorie

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Die Ontwerp

Oor Agave De Ray Primêre Funksie: Handelsmerkidentiteit

Boekteks: Agave De Ray bied 'n verfynde handelsmerkargitektuur vir 'n Beijing-gebaseerde mezcal-handelaar, wat Oaxacaanse erfenis met stedelike gasvryheid verbind. Die projek benut 'n aanpasbare identiteit waar bestanddele as waaksame geeste verpersoonlik word, en versmelt speelse illustrasie met 'n streng tipografiese stelsel. Deur ambagtelike teksture met 'n gedempte aardse palet te balanseer, vestig die ontwerp 'n gesofistikeerde visuele standaard vir boetiekdrank, wat voorvaderlike grein vir 'n moderne elite-gehoor vertaal.

Die Erkenning

Oor die A' Design Award in Brons

Agave De Ray Primêre Funksie: Handelsmerkidentiteit is 'n wenner van die A' Design Award in Brons, 'n hoogs prestigieuse erkenning wat toegeken word aan uitstaande ontwerpe wat gekenmerk word deur kreatiwiteit, vindingrykheid en skerpsinnigheid. Wenners in Brons is ruimskoots vaardige en opvallend kreatiewe artefakte wat die groot ervaring, verbeelding en vindingrykheid van hul ontwerpers bevestig. Daar word verwag dat Agave De Ray Primêre Funksie: Handelsmerkidentiteit 'n hoog aangeskrewe, bewonderde en gekoesterde voorwerp is wat merkwaardig professioneel en innoverend is. Hierdie ontwerp wat die A' Design Award in Brons gewen het, inkorporeer die beste praktyke in kuns, wetenskap, ontwerp en tegnologie en is uitstekend vanweë sy aandag aan detail. Agave De Ray Primêre Funksie: Handelsmerkidentiteit bevredig behoeftes pragtig, raak aan begeertes, bekoor gevoelens en spreek die nuuskierigheid aan.

Agter die Ontwerp

Persstel

Krediete, spanlede en tegniese besonderhede verskaf deur die ontwerper.

Unieke Eienskappe: 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
Afmetings & Verpakking: 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.
Etikette: Adaptive Logo, Changing Logos, Catering, Drinks, Mexican, Characters
Produksietegnologie: 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.
Ontwerpuitdaging: 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.
Navorsing: 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.
Inspirasie: 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.
Projekduur: The project started in January 2023 and finished in January 2026, and was soft-launched online since 2023.
Bedryfsvloei: 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.