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Kimo Sabe Mezcal Brand

Kimo Sabe Mezcal is an award winning blended mezcal made in Zacatecas, Mexico.

This premium brand, founded by a father-daughter team, is a sustainably produced, versatile spirit that embodies a connection to the earth and to Trusted Friends.

The Kimo Sabe Mezcal brand is built on connection. Connection to the earth, to Trusted Friends, to new experiences, and to the heart of Mexico, where it is produced.

Kimo Sabe means “Trusted Friend” in Sonoran Indian, and the Trusted Friend message is carried throughout the brand mark and imagery.

The logo, with the horse and hand symbolizing the connection between two Trusted Friends, is inspired by the art of Damian Lescas, a Mexican painter.

The primary brand colors of brown and creme are accented by orange, red, and golden yellow. They speak to the earth and the sun, with a bright, Mexican flair.

Website Redesign

In my role as Creative Director, I spearheaded the redesign and implementation of the corporate website.

The website serves two main purposes: for consumers to find out where Kimo Sabe Mezcal is available, and to serve as a tool for the marketing and sales teams.

The Journey

1.  ABS. Always Be Sketching.

A sampling of brain dumps, journey maps, lo-fi wireframes, and persona development. As  Creative Director, I was focused both on the sales and growth side as well as the user-focused interaction side, balancing the needs of the business with the needs of users.

2.  Moving to higher fidelity mockups.

Mid-fidelity mockups built to facilitate content planning and to work through interactions and user flow. I was able to quickly build this out as  a fully interactive prototype using Draftium.

Print collateral and merch

Printed collateral such as postcards with recipes, sell sheets, and internal sales documents all support the earthy, rustic feel while the gold medals and clean typography communicate premium elegance. 

Kimo Sabe branded merchandise is simple and clean, using color and the brand mark to establish itself.