Agave De Ray Primearje Funksje: Merkidentiteit troch Bojun Tan

Agave De Ray Primearje Funksje: Merkidentiteit troch Bojun Tan is in heech wurdearre winner fan de tige prestizjeuze 2026 A' Design Award yn Brûns yn de kompetysje-kategory Grafyk, Yllustraasje en Fisuele Kommunikaasje Ûntwerp.

BrûnsGrafysk· 2026

Agave De Ray Primearje Funksje: Merkidentiteit

troch Bojun Tan

Klant: Agave De Ray

A' Design Award yn Brûns Winner yn de kategory Grafysk

6,565

Ferifiearre Priiswinner

Ferifiearje Prisstatus foar #181084

Besykje Side Besjoch by A' Design Award Parseberjocht Priisbadge

Kleuren

It Untwerp

Oer Agave De Ray Primearje Funksje: Merkidentiteit

Boektekst: Agave De Ray presintearret in ferfine merkarsjitektuer foar in mezcal-hanneler basearre yn Peking, dy't Oaxacaansk erfgoed ferbynt mei stedske gastfrijheid. It projekt brûkt in oanpasber identiteit wêrby't yngrediïnten personifisearre wurde as wachtsume geasten, dy't boartlike yllustraasje gearfoeget mei in strang typografysk systeem. Troch ambachtlike tekstueren te balansearjen mei in sêft ierdich palet stelt it ûntwerp in ferfine fisuele standert foar boutique-drank yn, en oerset foarâlderlike grus foar in modern elite publyk.

De Erkenning

Oer de A' Design Award yn Brûns

Agave De Ray Primearje Funksje: Merkidentiteit is in winner fan de A' Design Award yn Brûns, in heech prestisjeuze erkenning foar treflike ûntwerpen dy't har ûnderskiede troch kreativiteit, fernuft en tûkens. Brûnswinners binne tige feardige en opfallend kreative artefakten dy't de grutte ûnderfining, ferbylding en betochtsumens fan har ûntwerpers befêstigje. Fan Agave De Ray Primearje Funksje: Merkidentiteit wurdt ferwachte dat it in tige heech achte, bewûndere en dierber objekt is dat opmerklik profesjoneel en ynnovatyf is. Dit winnende ûntwerp fan de A' Design Award yn Brûns yntegrearret de bêste praktiken yn keunst, wittenskip, ûntwerp en technology en is treflik om syn omtinken foar detail. Agave De Ray Primearje Funksje: Merkidentiteit foldocht behoeften prachtich, reitsjet winsken, betsjoeveret gefoelens en sprekt nijsgjirrigens oan.

Efter it Untwerp

Parsepakket

Credits, teamleden en technyske details levere troch de ûntwerper.

Unike Eigenskippen: 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
Ofmjittingen & Ferpakking: 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.
Labels: Adaptive Logo, Changing Logos, Catering, Drinks, Mexican, Characters
Produksjetechnology: 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.
Untwerpútdaging: 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.
Undersyk: 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.
Ynspiraasje: 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.
Projektdoer: The project started in January 2023 and finished in January 2026, and was soft-launched online since 2023.
Operaasjestreamferrin: 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.