In Latin America, the word “curro” has different meanings. While in Argentina it represents a trick to deceive someone, in Mexico is an archaic term to describe an attractive, well-groomed man.
When we started putting together Curro's story, we decided to merge both concepts and whimsically portray the typical Mexican mischief personified in a coyote, the cunning animal par excellence in our culture.
The coyote, masterfully illustrated by Sergio Sánchez, portrays the good luck of that who always gets away with it, for whom things always turn out well and manages to escape danger by means as unconventional as they are ingenious.
Design-wise, Curro is a continuous interplay of contrasts and forms, traditional and modern, remindful of both of the baroque maximalism of the Oaxacan colonial architecture and the simplicity and naiveté of its indigenous arts and crafts.
The client was thrilled with the outcome and the level of detail the label presents. On the shelf, Curro immediately stands out among other brands who tend to opt for a more traditionally rustic, plain design approach. The client also appreciated how the design matches the premium quality of their handcrafted, limited-edition spirit.