Bojun Tan ᱨᱮᱱᱟᱜ Agave De Ray Primary Function: ᱵᱽᱨᱮᱱᱰ ᱪᱤᱱᱦᱟᱹ ᱫᱚ ᱜᱨᱟᱯᱷᱤᱠᱥ, ᱪᱤᱛᱨᱟᱝᱠᱚᱱ ᱟᱨ ᱫᱤᱥᱚᱢ ᱡᱚᱦᱟᱨ ᱰᱤᱡᱟᱭᱤᱱ ᱯᱨᱚᱛᱤᱡᱚᱜᱤᱛᱟ ᱵᱷᱟᱜ ᱨᱮ 2026 A' Design Award ᱠᱟᱥᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱨᱮᱱᱟᱜ ᱟᱹᱰᱤ ᱢᱟᱱ ᱟᱠᱟᱱ ᱡᱤᱛᱠᱟᱨ ᱠᱟᱱᱟ᱾
ᱠᱟᱥᱟᱜᱨᱟᱯᱷᱤᱠ· 2026
Agave De Ray Primary Function: ᱵᱽᱨᱮᱱᱰ ᱪᱤᱱᱦᱟᱹ
Bojun Tan ᱞᱮᱠᱟᱛᱮ
ᱜᱟᱦᱟᱠ: Agave De Ray
ᱜᱨᱟᱯᱷᱤᱠ ᱵᱷᱟᱜ ᱨᱮ A' Design Award ᱠᱟᱥᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱡᱤᱛᱠᱟᱨ
ᱡᱟᱸᱪ ᱟᱠᱟᱱ ᱮᱣᱟᱨᱰ ᱡᱤᱛᱠᱟᱨ
#181084 ᱞᱟᱜᱤᱫ ᱮᱣᱟᱨᱰ ᱦᱟᱞᱚᱛ ᱡᱟᱸᱪᱰᱤᱡᱟᱭᱤᱱ
Agave De Ray Primary Function: ᱵᱽᱨᱮᱱᱰ ᱪᱤᱱᱦᱟᱹ ᱵᱟᱵᱚᱛ ᱛᱮ
Book Text: Agave De Ray ᱫᱚ ᱵᱮᱭᱡᱤᱝ ᱨᱮᱱᱟᱜ ᱢᱮᱡᱠᱟᱞ ᱵᱮᱯᱟᱨᱤᱭᱟᱹ ᱞᱟᱹᱜᱤᱫ ᱢᱤᱫ ᱥᱩᱫᱷᱨᱟᱣ ᱟᱠᱟᱱ ᱵᱽᱨᱮᱱᱰ ᱟᱨᱠᱤᱴᱮᱠᱪᱚᱨ ᱩᱫᱩᱜ ᱮᱫᱟ, ᱚᱠᱟ ᱫᱚ ᱳᱟᱠᱥᱟᱠᱟᱱ ᱦᱤᱛᱟᱹᱞ ᱟᱨ ᱱᱟᱜᱟᱨᱤᱭᱟᱹ ᱢᱮᱦᱢᱟᱱ ᱱᱣᱟᱡᱤ ᱥᱟᱶ ᱥᱮᱱᱫᱽᱨᱟ ᱢᱮᱱᱟᱜ ᱠᱚᱣᱟᱭ ᱾ ᱱᱚᱶᱟ ᱯᱨᱚᱡᱮᱠᱴ ᱫᱚ ᱢᱤᱫ ᱟᱱᱩᱠᱩᱞᱤᱭ ᱪᱤᱱᱦᱟᱹ ᱵᱮᱵᱷᱟᱨ ᱮᱫᱟ ᱚᱠᱟᱨᱮ ᱥᱟᱢᱟᱱ ᱠᱚ ᱫᱚ ᱦᱚᱲᱢᱳ ᱟᱛᱢᱟ ᱞᱮᱠᱟ ᱪᱤᱛᱟᱹᱨ ᱦᱩᱭ ᱟᱠᱟᱱᱟ, ᱨᱟᱹᱥᱠᱟᱹ ᱪᱤᱛᱟᱹᱨ ᱟᱨ ᱢᱚᱡᱵᱩᱛ ᱴᱟᱭᱯᱳᱜᱽᱨᱟᱯᱷᱤᱠ ᱯᱨᱚᱱᱟᱞᱤ ᱢᱮᱥᱟ ᱮᱫᱟ ᱾ ᱠᱟᱨᱤᱜᱟᱨᱤ ᱴᱮᱠᱥᱪᱚᱨ ᱟᱨ ᱢᱤᱫ ᱯᱷᱤᱠᱟᱹ ᱢᱟᱴᱤ ᱨᱚᱝ ᱯᱟᱞᱮᱴ ᱫᱷᱟᱨᱛᱤ ᱨᱮ ᱫᱳ ᱨᱮᱱᱟᱜ ᱵᱳᱴᱤᱠ ᱯᱤᱨᱤᱛ ᱞᱟᱹᱜᱤᱫ ᱢᱤᱫ ᱥᱩᱫᱷᱨᱟᱣ ᱟᱠᱟᱱ ᱱᱮᱞ ᱢᱟᱱᱟᱠ ᱛᱮᱭᱟᱨ ᱮᱫᱟ, ᱢᱤᱫ ᱱᱟᱶᱟ ᱮᱞᱤᱴ ᱫᱚᱨᱥᱚᱠ ᱞᱟᱹᱜᱤᱫ ᱯᱩᱨᱩᱱ ᱢᱚᱡᱵᱩᱛᱤ ᱩᱞᱴᱷᱟᱣ ᱮᱫᱟ ᱾
ᱢᱟᱱᱟᱱ
A' Design Award ᱠᱟᱥᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱵᱟᱵᱚᱛ ᱛᱮ
Agave De Ray Primary Function: ᱵᱽᱨᱮᱱᱰ ᱪᱤᱱᱦᱟᱹ ᱫᱚ A' Design Award ᱠᱟᱥᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱧᱟᱢ ᱟᱠᱟᱱᱟ, ᱱᱚᱶᱟ ᱫᱚ ᱱᱟᱣᱟ ᱵᱷᱟᱵᱱᱟ ᱛᱮ ᱵᱷᱟᱞᱟᱭ ᱰᱤᱡᱟᱭᱤᱱ ᱠᱚ ᱞᱟᱹᱜᱤᱫ ᱮᱢ ᱟᱠᱟᱱ ᱥᱚᱢᱟᱱ ᱠᱟᱱᱟ᱾ ᱱᱚᱶᱟ ᱠᱚ ᱫᱚ ᱰᱤᱡᱟᱭᱤᱱᱟᱨ ᱠᱚ ᱨᱮᱭᱟᱜ ᱵᱷᱟᱵᱱᱟ ᱟᱨ ᱵᱷᱟᱞᱟᱭ ᱠᱟᱢᱤ ᱡᱷᱟᱞᱠᱟᱣ ᱠᱚ᱾ Agave De Ray Primary Function: ᱵᱽᱨᱮᱱᱰ ᱪᱤᱱᱦᱟᱹ ᱫᱚ ᱠᱚᱞᱟ, ᱣᱤᱜᱭᱟᱱ, ᱰᱤᱡᱟᱭᱤᱱ ᱟᱨ ᱴᱮᱠᱱᱚᱞᱚᱡᱤ ᱨᱮᱭᱟᱜ ᱥᱤᱢᱟ ᱵᱟᱲᱦᱟᱣ ᱟᱨ ᱫᱩᱱᱤᱭᱟ ᱵᱷᱟᱞᱟᱭ ᱞᱟᱹᱜᱤᱫ ᱜᱚᱲᱚ ᱮᱢ ᱠᱟᱱᱟ᱾
ᱰᱤᱡᱟᱭᱤᱱ ᱯᱤᱪᱷᱟ ᱨᱮ
ᱯᱨᱮᱥ ᱠᱤᱴ
ᱰᱤᱡᱟᱭᱤᱱᱟᱨ ᱧᱮᱞ ᱠᱷᱚᱱ ᱠᱨᱮᱰᱤᱴ, ᱴᱤᱢ ᱥᱫᱚᱥᱭ ᱟᱨ ᱴᱮᱠᱱᱤᱠᱮᱞ ᱵᱤᱵᱚᱨᱚᱬ ᱮᱢ ᱟᱠᱟᱱᱟ᱾
- ᱟᱞᱜᱟ ᱜᱩᱱ ᱠᱚ
- 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
- ᱢᱟᱯ ᱟᱨ ᱯᱮᱠᱮᱡᱤᱝ
- 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.
- ᱴᱮᱜ ᱠᱚ
- Adaptive Logo, Changing Logos, Catering, Drinks, Mexican, Characters
- ᱛᱮᱭᱟᱨ ᱛᱮᱠᱱᱚᱞᱚᱡᱤ
- 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.
- ᱰᱤᱡᱟᱭᱱ ᱪᱮᱞᱮᱧ
- 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.
- ᱜᱚᱵᱮᱥᱚᱱᱟ
- 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.
- ᱯᱨᱮᱨᱚᱱᱟ
- 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.
- ᱯᱨᱚᱡᱮᱠᱴ ᱥᱚᱢᱚᱭ
- The project started in January 2023 and finished in January 2026, and was soft-launched online since 2023.
- ᱠᱟᱹᱢᱤ ᱦᱚᱨ
- 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.
ᱥᱯᱚᱱᱥᱚᱨᱰ
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