Founded in Oaxaca, Ilegal Mezcal has always positioned itself as a brand with edge—bold, unfiltered, and rooted in rebellion. This rebrand expands on that ethos, introducing a visual identity that refines the brand’s outlaw spirit while giving it room to grow.

At the heart of the system is a redesigned bottle, featuring a custom map that traces Ilegal’s origins and illicit journey across borders. This layered label acts as both a visual anchor and a storytelling device—inviting drinkers into the brand’s history of smuggling, resistance, and defiance.

A sharp, symmetrical monogram acts as a contemporary seal, anchoring a broader system that spans packaging, merchandise, and new product lines. From agave-infused seltzers to coasters and flasks, every touchpoint balances grit with control—elevated but unpolished, rebellious yet considered.

The result is a visual identity that embraces contradiction: bold type and rugged textures set against a clean, modular structure. Rooted in story and designed to flex, the brand steps confidently into new categories without losing sight of what made it powerful in the first place.