In 2009, Mr. and Mrs. Jim Cramer approached branding and design agency Ginger Monkey to “elevate the Fósforo brand through premium design.” Lisa and Jim wanted the brand to appear like an expensive luxury cognac.
Ginger Monkey mentions the following on a blog post:
“Mezcal is a carefully guarded commodity, with strict denominación de origen rules applied by the Mexican government, giving the project an interesting background. Fósforo is made from the tobalá maguey, a variety of agave, which is roasted in an earthen pit, crushed, fermented and distilled by fourth generation mezcalero Aarón Alva Sánchez.”
After extensive research, the design agency put forward two concepts: Time and Flame. The duration of perfecting mezcal is symbolized by Time, and Flame portrays the roasting of Tobalá mezcal with maguey. The two concepts are the inspiration behind the packaging and brand design of Fósforo Mezcal.
“With a relatively minimal, typography led label that accentuates Fósforo’s Mexican origins, the artistry of the bottle really steps to the fore. Both the clear Tobalá and the black Tobalá Penca versions of Fósforo look elegant and luxurious. They look like a treat – enticing drinkers to sample mezcal for the first time… Well-made and beautifully packaged, Fósforo mezcal can sit on the premium shelf alongside the finest Scotch or brandy.”