Del Suelo means ‘of the earth’
Created for our own Kirker Greer portfolio, Del Suelo is an artesanal mezcal, and like the name, it carries with it a story of the soil and the agave from which it is made. Mezcal has protected geographical status . It must come from one of nine states and can be produced from over fifty varieties of agave. We worked alongside our Mexican partner to understand and celebrate the state of Oaxaca and the farmed and wild agave from which Mezcal is made.
Naming & Branding
Discovering a name that embodies the virtues of Mezcal production, carrying with it a story of the soil and the agave from which it is made.
Product Design
The result of collaborative and sustainable thinking. Our design framework is layered with illustrations by Oaxacan artist Walter García Hernández.
Brand Positioning
Building the brand foundations from which everything else is born. Emphasis on people, place and the methodology of Mezcal Production.
Content Creation
Building on our brand positioning our photography and Videography team spend weeks in Mexico documenting the people, place and production.
Educational Support
The core brand activation pillar is education. We facilitate the training materials, highlighting the immense challenges of Mezcal production.
A sustainable design approach
Del Suelo is the result of collaborative and sustainable thinking. Our studio’s design framework is layered with illustrations by Oaxacan artist Walter García Hernández. His series of native animal prints creates a narrative of Mexico’s folklore and its intrinsic connection with mezcal production. Walter is a passionate advocate for environmental conservation and sees his art as a tool for raising awareness about the importance of preserving Mexico’s rich biodiversity. The ‘Wild Glass’ bottle itself matches these values - crafted from 100% post-consumer recycled (PCR) glass that intentionally embraces natural aesthetic imperfections and colour variations, which reduces manufacturing waste. Finally, the label’s design language simplifies the diversity of the flavour through a carefully devised visual language that pays respect to the earth and the plants that grow within.
Capturing people, place and process
Our Del Suelo’s positioning is committed to Mezcal education and we use the agave varietals as a pathway to guide trade and consumers through the spirit’s diverse world. Our photographers and videographers have tirelessly documented San Luis Del Rio in Oaxaca, the people, the production processes and the rituals. Alongside our own expertise this mission is co-led by two of our brand partners - Gregory Buda, former Education Director at The Dead Rabbit and Alí Ramírez, our palenque owner. From launching at London’s famous NoMad ‘Side Hustle’ to collaborating with the world’s premier agave bars, we collaboratively bring global expertise to every glass, proving that true appreciation begins with understanding. Below is a feel for the diverse content captured.
