APRENDIZ is a mezcal by destilería Santasabia. APRENDIZ translates as apprentice: the goal was to create a friendly product that would feel as an introductory beverage for those who wish to start drinking mezcal . We developed the brand, original artowrk and label design based on the concepts of mystics, alchemy and pop culture . This way we aimed for the brand to appeal to a contemporary market yet at the same time with a narrative that made references to a mysterious place of origin: A mystical, mysterious Oaxaca, México. As part of the communication design project we also developed the web design and overall narrative contents of the project.