Sin Razón is a new mezcal brand from Michoacan, Mexico. The challenge was to generate a different brand within the mezcal market that was simple, elegant and highly memorable. In order to solve that, the graphic mark was constructed taking into consideration a modular grid of nine spaces in which the typographic characters that conform the name were distributed, in a seemingly random, without reason or "sin razón" order, but once read by the viewer, it helps to reinforce the brand concept and its impregnation.
On the other hand, the isotype or symbol is formed by two converging arrows, which represent the special meeting moments that people share with their family and friends and, the same moments when the product is consumed. In turn, the union of both arrows gives rise to a powerful composed symbol in shape of a cross, which reinforces the concept of absence, negation or lack of reason to celebrate and have a good time.
