PÚA
Crafting a mezcal to be enjoyed, not mastered.
The Tension
In a category defined by rituals, rules, and connoisseurship, mezcal had become a world that celebrated expertise while keeping everyone else out.
The opportunity wasn’t just to stand out, but to become a welcoming force.
The Underlying Truth
Mezcal, at its core, isn’t rigid—it’s inviting, social, and free. Yet the category had drifted into codes and conventions that made people feel like they needed to “know” before they could enjoy it.
The Strategic Approach
As strategic lead, I led the creation of Púa from the ground up - defining a brand that breaks from category norms, and redefines the relationship people have with mezcal—making it open, personal, and yours.
Púa was built around a simple idea: mezcal should be enjoyed however you want, and so should life. This translated into a bold, playful system designed to reflect how perspective shifts when you let go, carried through product, packaging, and campaigns.
Impact
The brand successfully entered a crowded market with a distinctive point of view, earning industry recognition, while building early traction with a broader, more inclusive audience.
Recognition:
Pentawards 2025 - Silver
World Brand Design Awards 2023
THIS PROJECT WAS BUILT IN PARTNERSHIP WITH PADRE BRANDS.
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