Pisco Mulita Quebranta

Design: Caliptra
Location: Peru
Project Type: Produced
Product Launch Location: Global
Packaging Contents: Pisco Alcohol
Packaging Substrate / Materials: Glass bottle
Printing Process: Offset digital printing

Mulita is an artisanal Pisco made from Quebranta grapes from the Ica Valley. Our goal is to design a packaging for this excellent quality and affordable Pisco. The packaging has to attract young consumers and make them feel special and proud of their Peruvian idiosyncrasy, while standing out from the other pisco brands. We present this careful handcrafted elaboration process in a 750ml liquor cabinet style bottle. The conceptual and visual identity of the packaging transmit the qualities of a mule: power, loyalty, strength, authenticity. In order to achieve these, the graphic identity has a shocking and disruptive style with respect to the advertisements usually seen in Peru.