Bandida is an ultra premium mezcal spirit, available in upscale bars and clubs across Europe, the UK, and the Middle East. It is hand crafted in Oaxaca - which lies at the very heart of Mexico’s mezcal culture - and is made from 100% agave plant.
Prior to Bandida’s launch in 2023, mezcal - which is also known as “the Elixir of the Gods” - had already become a category crowded with numerous other brands, most of which are competing on a platform of ‘artisanal & authentic’. For example, by featuring fields of Agave, the mezcaleros, images inside the palenque distillery, and so on.
A key challenge would therefore be to set the Bandida brand apart, by doing things differently, yet remaining in-line with its luxury positioning.This would involve the design of an iconic highly-premiumised bottle, high-end pricing – from £350 per bottle in the on-trade, and exclusive distribution - in venues that include Nobu, Le Piaf Paris, and Le Cap Horn Courchevel.
SUM was appointed by the founders of Bandida in 2021, to provide recommendations for Visual Identity, as well as consultation on Strategy, Bottle Design, and Social.
In light of the fact that Bandida contains only 100% pure agave plant, and as such is unlikely to give the drinker a hangover, the agency developed the idea of #Only Pure Thoughts.
The result has been the launch of a highly-differentiated brand of premium mezcal, that is making waves both among the luxury on-trade, and with socialites around the world.
