Branding, label and illustration for Curro Mezcal. In Latin America, the word “curro” has different meanings. While in Argentina it represents a trick to deceive someone, in Mexico is an archaic term to describe a handsome, well-groomed man.

When we started putting together Curro’s story, we decided to merge both concepts and whimsically portray the typical Mexican mischief personified in a coyote, the cunning animal par excellence in the Mexican worldview.