Regina Solar is an interdisciplinary graphic designer and brand strategist based in Madrid focusing on brand identity, creative direction, and interaction design. Contact

400 Conejos is a premium brand of artisanal mezcal from Oaxaca, Mexico, founded in 2012. It is dedicated to producing high-quality mezcal using traditional and sustainable methods. This premium brand has witnessed substantial growth in international markets, notably in the United States, Europe, and Asia, with a remarkable 42% increase in online sales in 2020.

The brand's challenge lay in repositioning itself within the competitive U.S. alcoholic beverage market.

To tackle this, I drew inspiration from '90s Chicano (Mexican-American) culture, which allowed me to fuse tradition with modernity seamlessly. The result was a unique visual identity that moved beyond the clichés dominating the Mezcal and Tequila industry.

SERVICES

Art Direction
Packaging Design
Editorial Design
Web Design
Social Media Design

The Target

Rebrading Strategy and Design, 2022

Targeting 21-35-year-olds with limited mezcal awareness, our audience values authenticity, cultural connection, and engaging brand narratives.

Leveraging our new brand identity, we innovatively introduced canned mezcal spritzers—a pioneering product in its category. Complementing this, a concise print magazine highlights our brand's repositioning, aligning with the 51-66% of US consumers who prefer printed magazines over digital alternatives.

The Outcome

Rebrading Strategy and Design, 2022

Our new visual identity serves several important roles:

Honoring Tradition and Artistry: The redesign pays respect to traditional craftsmanship by drawing inspiration from pre-Hispanic textiles and patterns.

Embracing Modernity: The design’s geometric patterns and muted color palette are inspired by modern Mexican architecture pioneers such as Félix Candela and Michel Rojkind. This combination radiates sophistication and firmly establishes the brand as a premium choice.

Prioritizing Chicano Influence: The design takes inspiration from Chicano culture in the 1990s, incorporating its iconic symbolism. The choice of Old English typography is reminiscent of Chicano street art, signage, tattoo art, and fashion.

Retaining elements from the previous brand: We've kept key elements from the previous brand, including the iconic rabbit in the logo. This rabbit symbolizes the brand's origin story and is widely recognized by its audience.