Curro Mezcal Is A Continuous Interplay Of Contrasts

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. 

Design-wise, Curro is a continuous interplay of contrasts, remindful of the baroque maximalism at the Santo Domingo altarpiece in Oaxaca, where more is always more. It was designed with the painstaking craftsmanship that mirrors a mezcal made with patience and devotion and yet that hint of surrealism that makes it as Mexican as it can get. 

Thus, the coyote, masterfully illustrated by Sergio Sánchez Santamaría, portrays the good luck of that individual who always gets away with it, for whom things always turn out well and manages to escape danger by means as unconventional as they are ingenious.