Man hunt mezcalitas

A Childhood Passion.

A Little Background

Born in 1957, Joaquín Archivaldo Guzmán Loera, set off on his journey to become a world-class  entrepreneur. From early childhood, Joaquín loved picking oranges so he could sell them at school the next day. His childhood dream of owning a citrus-based, wholesale distribution network was thwarted when he fell into the family’s drug-based, wholesale distribution network. 

He quickly rose to the top of his family’s company, but one thing was always missing - his childhood dream.

Decades later, while he was on the run from the law, Joaquin made it his mission to fulfill his childhood dream. He combined his lifelong-love for fresh oranges and the distinct, smoky flavor of Mezcal - his newest passion. This was the birth of Man Hunt Mezcalitas.

What Was Needed

Creative Direction

Brand Identity

Logo Design

Concept

Research

Illustration

In 2019, the Drug Enforcement Agency seized all of Joaquin’s possessions except one - his secret stash. Man Hunt Mezcalitas are El Chapo’s true pride and joy made with oranges grown from his childhood backyard, brewed with Sinaloa’s finest Mezcal, delivered right to your home through a series of intricate tunnels.

They told him that the perfect blend of fresh orange and citrus juice, Mezcal tequila, and local spices could not be done. They told him that Mezcalitas could be considered a “girly” drink. He proved them wrong on both fronts - and it’s in your hand today. The manliest cocktail from the godfather of the drug world, Man Hunt Mezcal.