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 artwork 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.