Finca Téllez: A Collection Guided by Beasts

Finca Téllez: A Collection Guided by Beasts

Finca Téllez, an artisanal mezcal brand from San Lorenzo Albarradas, Oaxaca, faced a challenge common to growing brands: turning a portfolio that includes traditional mezcals, creams, juices, macerations, and exotic spirits into a recognizable identity without erasing the differences between audiences and products. The 2025 project seeks to strengthen its premium positioning and prepare the brand for new markets through an architecture capable of expressing origin, artisanal process, and sensory diversity with greater clarity.

The strategy turns color into structure. Oaxaca provides the vocabulary: Zapotec textiles, fauna, volcanic stone, wood, markets, and festivities where color functions as a sign of origin and belonging. Each line receives its own chromatic and symbolic code, organized around guardians that translate the different personalities within the portfolio. The chameleon, integrated into the brand’s core DNA, embodies adaptability and transformation; the system also incorporates figures such as the jaguar, scorpion, and macaw to turn variety into narrative.

The packaging materializes this logic through 750 ml glass bottles, modular labels, clear typographic hierarchies, and palettes that make each product easy to identify on shelf. The wild agave lines explore highly illustrated fauna; the cream lines adopt softer, more geometric compositions; while the juices push color toward a more festive and expressive visual language. The identity was also conceived to work across screen printing, embroidery, embossing, wood burning, and applications on wood, extending its potential into merchandising and physical brand experiences.

The result turns breadth into an advantage. Finca Téllez can speak to the wild agave connoisseur, the mixology enthusiast, or someone looking for a cream liqueur as a gift without fragmenting into six different brands. The system developed by Carreto Concepts, under the creative direction of Mauricio Carreto, turns each bottle into an independent piece while creating a collection with its own rhythm when viewed as a whole. Oaxaca leaves a visible imprint across the portfolio: color, narrative, and product move forward under a single identity built to grow.