el Refugio

saving a family business by crafting a new dTC Brand

El Refugio started as a family restaurant, and over time, the owner started working with the community to harvest local agave and produce small batches of mezcal for their patrons. The mezcal’s raw authenticity won over many palettes, and quickly the restaurant became as well-known for its quality craft mezcal as for its food within the region. In early 2020 El Refugio reached out with an urgent challenge; the team needed a brand that would help offset the disruptive implications of Covid-19 by making their renowned mezcal directly available for people to enjoy at home.

A brand with a fresh spirit, daring, and authenticity. Curiosity-inspiring iconography from the restaurant and local heritage adorn the bottle encapsulating the El Refugio spirit. Shown on the front label, scarcity and craftsmanship are brought front and center with individually numbered bottles. With our help, El Refugio surpassed the fund-raising objective by 128%.

Scope: Brand Strategy, Packaging
Role: Creative Director, Dragon Rouge
Design Contributors: Adam Lehman, Claire Lieber, Gabby Lequerique
Renders: Omar Bouras