T A B E R N E R O
Tabernero is a Peruvian pisco brand that I was invited to redesign for the Chilean market. The challenge was to give it a new identity without losing sight of where it came from.
At the centre of the label is the botija, the traditional clay vessel once used to store and transport pisco. Botijas travelled in pairs, hanging from either side of a mule much like saddlebags—a wonderfully simple image that seemed to carry enough history to tell the story on its own.
The illustration was created by Benjamín Diéguez, bringing the botija and its history into the present without making either feel like they belonged in a museum.
Sometimes looking backwards is a rather good way of moving a brand forward.
