Agave De Ray Lub Hauj Lwm Tseem Ceeb: Tus Cwj Pwm Hom Khoom los ntawm Bojun Tan

Qhov qauv tsim Agave De Ray Lub Hauj Lwm Tseem Ceeb: Tus Cwj Pwm Hom Khoom los ntawm Bojun Tan yog tus yeej muaj nqis heev ntawm qhov khoom plig 2026 A' Design Award Tooj hauv Pawg Sib Tw Tsim Duab Kos, Duab Piav thiab Kev Sib Txuas Lus Pom.

ToojDuab Kos· 2026

Agave De Ray Lub Hauj Lwm Tseem Ceeb: Tus Cwj Pwm Hom Khoom

los ntawm Bojun Tan

Tus Neeg Siv: Agave De Ray

Tus Yeej A' Design Award Tooj hauv Pawg Duab Kos

6,565

Tus Yeej Khoom Plig Tau Txheeb Xyuas

Txheeb Xyuas Qhov Xwm Txheej Khoom Plig rau #181084

Mus Saib Lub Vev Xaib Saib ntawm A' Design Award Tsab Xov Xwm Daim Phiaj Khoom Plig

Xim

Qhov Tsim

Txog Agave De Ray Lub Hauj Lwm Tseem Ceeb: Tus Cwj Pwm Hom Khoom

Cov Ntawv Phau: Agave De Ray nthuav tawm ib lub qauv hom khoom zoo nkauj rau ib tus neeg muag mezcal nyob hauv Beijing, txuas Oaxacan cov keeb kwm nrog kev tos txais qhua hauv nroog. Qhov project no siv ib tus cwj pwm hloov tau yooj yim uas cov khoom ua xyaw raug ua kom muaj txiv neej zoo li cov ntsuj plig saib xyuas, sib koom ua ke cov duab kos uas lom zem nrog ib lub tshuab ntawv nyeem nruj heev. Los ntawm kev sib npaug cov xim ua tes nrog ib lub paj ntawb av me me, qhov tsim qauv tau tsim ib tus qauv pom kev zoo nkauj rau cov dej caw boutique, txhais cov keeb kwm laus rau cov neeg niaj hnub no uas muaj nuj nqis.

Qhov Lees Paub

Txog A' Design Award Tooj

Agave De Ray Lub Hauj Lwm Tseem Ceeb: Tus Cwj Pwm Hom Khoom yog tus yeej ntawm A' Design Award Tooj, ib qho kev lees paub muaj meej mom heev uas muab rau cov qauv tsim tshwj xeeb uas txawv los ntawm kev tsim tshiab, kev txawj tsim thiab kev ntse. Cov neeg yeej Tooj yog cov khoom muaj txuj ci heev thiab tsim tshiab heev uas ua pov thawj txog kev paub ntau, kev xav thiab kev txawj ua ntawm cov kws tsim qauv. Agave De Ray Lub Hauj Lwm Tseem Ceeb: Tus Cwj Pwm Hom Khoom xav tias yuav yog ib qho khoom uas neeg hwm, qhuas thiab hlub, uas tshaj lij heev thiab tsim tshiab. Cov qauv tsim yeej A' Design Award Tooj no siv cov kev coj ua zoo tshaj plaws ntawm kev kos duab, kev tshawb fawb, kev tsim qauv thiab thev naus laus zis thiab zoo heev vim nws saib xyuas cov ntsiab lus. Agave De Ray Lub Hauj Lwm Tseem Ceeb: Tus Cwj Pwm Hom Khoom ua tau raws li cov kev xav tau zoo kawg, kov cov kev xav, ntxias cov kev xav thiab txhawb kev xav paub.

Tom Qab Qhov Tsim

Pob Xov Xwm

Cov credit, cov neeg pab thiab cov ntsiab lus kev txawj ntse muab los ntawm tus tsim.

Yam Tshwj Xeeb: 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
Qhov Loj & Ntim: 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.
Cov Ntsiab Lus: Adaptive Logo, Changing Logos, Catering, Drinks, Mexican, Characters
Thev Naus Laus Zis Tsim Khoom: 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.
Kev Sib Tw Tsim Qauv: 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.
Kev Tshawb Fawb: 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.
Kev Txhawb Siab: 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.
Lub Sij Hawm Ua Hauj Lwm: The project started in January 2023 and finished in January 2026, and was soft-launched online since 2023.
Txheej Txheem Ua Hauj Lwm: 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.