Runneght Free-Spirits Brand ID (2021)

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Runneght Destilados sin Alcohol / Free Spirits
Label Design / Graphic ID / Creative Strategy
México 2021

Conceived in 2019 as a brand to create distillates from local non-alcoholic products and created by prominent Bartenders in the mixology industry in Mexico Runneght is a brand that seeks to change Mexican cocktails as we know it by working with local producers in the Mexico Valley area and looking to innovate in ingredients to have the experience of Gin London Dry (Essential Dry), Vermouth Rosso (Rosso) and a combination of Tequila with Mezcal (Mezquila) to be enjoyed anytime and anywhere by everyone.

Client: RTD / Runneght Co.

Design & Art Direction: Diego León aka "El Chico León"
Graphic Design / Illustrations: Alice Durquet
Photography: Paulina Tellez

Featured on
The Dieline / Forbes Mexico / World Brand Design / Favourite Design

#fizz&love

The process was to turn the brand into a reference of Mexico and France from a set of illustrations representing the animals associated with each flavor profile: The hummingbird (worshiped by Mesoamerican cultures), The Rooster (national symbol of France) and the Tlacuache (bearer of fire and knowledge in the Mexica culture), to itself gives the brand a treatment where it speaks without reference to its counterparts with alcohol making it a unique product that stands on its own as an accompaniment to wellness, after office and parties.

Designed as perfume, distilled as alcohol and enjoyed as any beverage.

The design language on the label is intended to reference the way a perfume is described with its base, heart and scent notes in a way that communicates the brand premiumness and complements the benefits of the process formula as well as illustrations that complement the brand mythology and create a complete experience of touching, reading and smelling the bottle.

Runneght's corporate identity is composed of perfumery language, in a combination of serif and sans serif typefaces.

The illustration set is composed of natural elements from where the distillates come from as well as a representative animal for each one (hummingbird for "Essential Dry" Gin, Rooster for "Rosso" Vermouth and Tlacuache for "Mezquila").