Revolutionary redesign and branding for Benesin artisanal mezcal which is produced in the small village of San Juan del Rio, Oaxaca, Mexico. The new design communicates a more premium, artisan, hand-crafted product. The Benesin icon, which is inspired by Mexican milagro charms, brings visual interest to the brand and helps to define the name Benesin. In the Zapotec language, of the indigenous people of San Juan del Rio, Benesin means “people with knowledge”. The combination of bright colors help to differentiate all the varietals and celebrates the bright, lively colors used throughout Oaxaca’s city and culture.