El Tinieblo – By Anagrama

Anagrama, a Mexican design studio based in Monterrey, Mexico, was commissioned to carry out the rebranding of the artisanal mezcal “El Tinieblo”, a brand that started as a spirit and now is extending its legacy and history to a restaurant. The original brand design was made by FACE., another Mexican design studio located in the same city as Anagrama, how awkward.

The redesign includes a new typeface selection, a new layout, new items as a stationery; and maintains some items of the past design as the representative black color of the brand, the emblem of the white-tailed deer antlers, and the shape of the label.

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Who would have thought that the neighboring agency of FACE. would be responsible for making the redesign of one of its brands, I don’t know how they feel about it, but I wanna know, but meanwhile this is how I feel about it: I think the proposal of Anagram put aside the traditional feeling of the brand, and gave it a more modern and trendy identity focused on the youth market.

For me the visual result is good, I do like the way they stylised the antlers of the symbol making it more refined, and that they made the label thinner, I think it makes it look more elegant, like a thin tie in a suit. However, I think the overall identity became somehow generic. I don’t think it was a good idea to make such a drastic change in the typography of the logo since the old version had much more personality, now it is just a name typed by normal typeface.

The biggest problem I see and that is what most bothers me is that I feel the brand lost its character, it is true that now looks finer and youthful (of course the new bottle design helps a lot), and that’s cool for me, but it’s cool like for this year or the next one maybe, I don’t think it’s a brand that will last through the time. Maybe the old identity wasn’t that amazing or trendy, but it was traditional and timeless design that reflected the dark and mysterious part of the brand with the typeface selections and patterns.

In conclusion, I like more the new image because it looks cleaner and more elegant, and it it will make the young people to buy the bottle, which is what the owners want, but I also feel that they took away the essence of the brand and turned it in just another brand of the bunch.

But well.. at least this is my f opinion.

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FACE. Version

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