Rastro is a tequila brand shaped by the land, named after the Spanish word for “trace” - defined by its reverence for the journey from agave to spirit. Each expression crafted with intention, purpose, and meaning while still embodying its signature smoky notes and bold identity. However, as Rastro steps on the global market, it faces a unique challenge: staying relevant on emerging markets, where tequila often seen as a mere recreational consumption - while still remaining true to its traditionally crafted heritage. Throughout this identity, Rastro invites whole new generation drinkers into redefining the true spirit of tequila artistry.
Led by the complexity of elemental process that intentionally craft each tequila, the visual identity emerges as a reflection of its renowned signature smoky notes. Showcasing custom logo mark shaped as a flowing smoke form, reflecting its bold craftsmanship, rich heritage, and everlasting marks - a direct reflection of Rastro, Spanish word meaning ‘marks left by something or someone right when passing a place’ encapsulates the voyage of flavors that crafted distinctive expression of each tequila.
At the heart of identity is barrel - a living vessel that plays key role on shaping the soul of Rastro. The interplay of cask types, toasting levels, and aging duration profoundly impacts tequila’s tonality, smoky depths, hence adding richer-fiery flavors. This legacy is translated to cohesive interwoven visual elements of casks with various hues and tones, reflecting its emphasis on shaping Rastro in the first place.
The design system honors the legacy of the brand itself through bold custom logomark, paired with a balance mix of sans-serif and serif typefaces, reinforces Rastro’s timeless hereditary heritage yet contemporary aspects. The uses of circular elements strongly reference the ritual of spirits, full-bodied richness, and cyclical pattern of nature - anchoring in a timeless visual that reflects both endless traverse of time and intentional artistry of tequila-making.
