Free spirit

Design studio Futura’s minimal branding and packaging of Mezcal de Bateo sets it apart from other mezcal brands, which pin their identity on the drink’s history, thought to originate with the arrival of early Spanish invaders.

‘Far from repeating the same message as every other mezcal out there, Mezcal de Bateo aims to be the beverage for those who already know how to drink mezcal, for those who enjoy it the way it should be,’ says Futura. ‘This is the mezcal we have at home, the one we drink daily without simulations or exaggerated rituals.’

Without a reference to artisanal or craft in sight, Futura’s functional and informative packaging is without fuss, just like the simple spirit it contains.

The Big Picture: Find out why it is time to banish buzzwords in order to win over sceptical and wary consumers at Beyond Borders, our Autumn/Winter 2015 Trend Briefing, or speak to your account manager to find out more.