La Venencia Mezcalería Logo

La Venencia Mezcalería is a high-end mezcaleria (mezcal bar) in Mexico City (Ciudad de México, DF). Elements used to create the logo included Aztec symbolism and ancient mezcal/maguey themed imagery including the deities most associated with the drink, Mayahuel and Ometochtli. The logo was built around the ratio of phi and the golden ratio as seen in the example on the right.

A venencia is a long rod used to pull and test the quality of mezcal during the fermentation process (it is also used in the sherry making process).

Alternates, process and inspiration can be found here: https://www.behance.net/gallery/29362281/La-Venencia-Mezcaleria-Visual-Identity-Branding