: FORTUNATO MEZCAL
A mezcal story told through symbolism and a surreal kind of luck.
Fortunato Mezcal is rooted in a lived story, one that spans cultures, generations, and a shared pursuit of mastery. The brand began when Paul Bright met ︎Maestro Fortunato Hernández, a third-generation mezcalero in San Baltazar Chichicapam, Oaxaca. Their collaboration led to a rare batch of arroqueño and a desire to share the experience behind it.
The identity was shaped to carry that story with intention. We avoided the tropes of hand-done craft and instead designed a visual world that felt refined, enigmatic, and personal. Inspired by surrealist form, the illustrations act as a visual myth. They abstract the journey into something symbolic and strange. What emerged is a brand that resists the expected, speaks to the spirit of its making, and gives presence to a process that can’t be neatly explained.
︎ROLE
– Creative Lead
︎TASK
– Visual Identity
– Packaging Design
The identity was shaped to carry that story with intention. We avoided the tropes of hand-done craft and instead designed a visual world that felt refined, enigmatic, and personal. Inspired by surrealist form, the illustrations act as a visual myth. They abstract the journey into something symbolic and strange. What emerged is a brand that resists the expected, speaks to the spirit of its making, and gives presence to a process that can’t be neatly explained.
︎ROLE
– Creative Lead
︎TASK
– Visual Identity
– Packaging Design
A mezcal story told through symbolism and a surreal kind of luck.
Fortunato Mezcal is rooted in a lived story, one that spans cultures, generations, and a shared pursuit of mastery. The brand began when Paul Bright met ︎Maestro Fortunato Hernández, a third-generation mezcalero in San Baltazar Chichicapam, Oaxaca. Their collaboration led to a rare batch of arroqueño and a desire to share the experience behind it.
The identity was shaped to carry that story with intention. We avoided the tropes of hand-done craft and instead designed a visual world that felt refined, enigmatic, and personal. Inspired by surrealist form, the illustrations act as a visual myth. They abstract the journey into something symbolic and strange. What emerged is a brand that resists the expected, speaks to the spirit of its making, and gives presence to a process that can’t be neatly explained.
︎ROLE
– Creative Lead
︎TASK
– Visual Identity
– Packaging Design
