Algoritmo Design designed J/u00farame. From a community that guards the ancestral knowledge of mezcal making is born a brand that is both authentic and functional. Creating a mezcal brand is a profoundly emotional feat because it implies an enormous responsibility with one of Mexico/u2019s most ancient art forms. It means giving form and voice to a national treasure. For J/u00farame, a mezcal with more than a century/u2019s worth of history, the designers took inspiration from early 20th century mexican art.

It was imperative to create a narrative that underlined the mexicanity of this mezcal, while at the same differentiating it from other mezcals, mostly from Oaxaca and other states in Mexico. This is why they used themes common to any Mexican/u2019s identity for building this brand, while at the same time introducing graphic elements unique to this mezcal/u2019s place of origin and to the people that make it.