Fósforo Mezcal

Late in 2019, a venture led by Jim Cramer (of Mad Money fame in America) and his wife, contacted us with a unique product and a branding challenge. They wanted to launch Fósforo (match in Spanish), a traditionally made artisanal mezcal in the US market. 

Mezcal is a carefully guarded commodity, with strict denominación de origen rules applied by the Mexican government, giving the project an interesting background. Fósforo is made from the tobalá maguey, a variety of agave, which is roasted in an earthen pit, crushed, fermented and distilled by fourth generation mezcalero Aarón Alva Sánchez.  

In addition to Fósforo Tobalá mezcal, our clients wanted to launch Tobalá Penca – a version of the spirit aged with maguey leaf in the liquid to freshen and sweeten the flavour. Tobalá Penca has never been tasted in the US until now. 

However, the key part of the brief was that Lisa and Jim wanted us to elevate the Fósforo brand through premium design. It needed to look like a rare single malt or luxury cognac – a far cry from all the rustic and mystical mezcal brands on the market.