Escape to the Exotic
Crafting an exotic brand world for a legendary Guatemalan gin
Xibal (pronounced shee-bal) is a super premium Guatemalan gin infused with jungle botanicals and inspired by Mayan myth.
Previously only available in Guatemala, Purple were asked to overhaul the strategy and brand world of this fascinating spirit, readying it for multiple markets and a global audience.
The identity needed to be modern, crafted and inspire curiosity. To capture the many layers of Mayan legend at the heart of its story (the name comes from the word Xibalba, the mythical Mayan underworld). It needed to project the deep respect it had for its lush rainforest habitat, where the exotic botanicals are sourced. It had to tempt a new global audience, offering them a sense of journey and discovery. And it had to evoke the natural relaxation of the drinking experience.
We created a sharper brand ladder, refreshed the colour palette and typography, refined the illustrative style, created new iconography and streamlined the messaging. We hope it helps people escape to the exotic.
Global brand world | Strategy | Brand guidelines
“We can’t tell you how excited and delighted we are with Xibal’s new brand world. Purple have beautifully captured everything that’s unique about our gin, from brand pillars to new key visuals. They’ve given us the perfect springboard to spread our legend far and wide!”