Overview

Austin-based Heavy Métl Premium Imports sources rare mezcals and agave spirits from across Mexico, along with charanda, a protected sugarcane spirit from Michoacán, and sells them in the U.S. and worldwide under its own brand. It needed a striking, authentic presence that could stand out on a crowded trade show floor and honor where those spirits come from.

I designed the brand from the logo up, creating an original mark that embodies Heavy Métl's rugged, premium image, along with media and product assets for web and live events.

Then I carried it across everything the brand put out: business cards, VIP badges, custom QR codes, shirts, stickers, matchbooks, coasters, table covers, table cards, signage, and logo prints for bottles, built in Adobe Illustrator, Photoshop, and After Effects.

Merch + Collateral

Most of the work was made for trade shows. The logo lockup is designed like a heavy metal tour shirt: the Heavy Métl mark headlines at the center, with the portfolio's mezcal and charanda brands lined up around it like the bands on the bill. Carried onto table covers, table cards, and signage, it gave the booth a single, recognizable look that stood out from across the room and played right into the brand's name.

Built for the Show Floor

Most of the work was made for trade shows. The logo lockup is designed like a heavy metal tour shirt: the Heavy Métl mark headlines at the center, with the portfolio's mezcal and charanda brands lined up around it like the bands on the bill. Carried onto table covers, table cards, and signage, it gave the booth a single, recognizable look that stood out from across the room and played right into the brand's name.

A Mark of Métl

The logo tells mezcal's origin story from ancient lore: the god of lightning struck an agave plant, fermenting it and creating the first mezcal. The central mask represents that god, crowned with radiating spikes like a bolt from the sky. Smaller masks of other gods flank it, and sugarcane stalks represent charanda and the other spirits Heavy Métl brings to market. The result is a mark rooted in tradition that still feels bold and premium on a shirt, a sticker, or a bottle.

Outcome

• A cohesive brand identity. One system that highlights the premium, artisan nature of Heavy Métl's mezcal portfolio.
  
  

• A mark people remember. An original logo and distinct visual assets that communicate the brand's bold, authentic style.
  
  

• Stronger at live events. A wide range of promotional materials enhanced brand visibility and engagement at trade shows.
  
  

• Built for every medium. Versatile assets for digital and physical media support brand recognition and loyalty across platforms.

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