Viamundi
©Kingsland
Lead Strategist : Douglas Brundage,
Creative Director: Kurt Green
Designer: Divyakshi Kedia
Brand Naming,
Brand Identity System, Packaging Design
Inspired by Mexico’s lesser-known spirits regions, Viamundi was created as a modern brand world for discovery, storytelling, and flavor.
Challenge
Viamundi was entering a crowded spirits market where tequila and mezcal were already gaining mainstream attention, but the broader world of Mexican spirits was still largely unfamiliar to U.S. drinkers. The challenge was to introduce a new portfolio in a way that felt distinct, memorable, and easy to understand, while giving each spirit enough room to carry its own regional story.
Approach
We built a brand system that balanced education with a sense of wonder. The name Viamundi gave the brand a feeling of movement and exploration, while the visual world pulled from mythology, regional storytelling, and contemporary design. A bright palette, expressive typography, custom illustrations, and an arched label system helped the bottles feel ownable on shelf. Each variant was designed to feel connected to the larger world of Viamundi, while still carrying details specific to its origin and spirit type.
Results
The final system gave Viamundi a strong foundation to launch as more than a single product. It created a flexible world that could support multiple spirits, future extensions, and deeper storytelling across packaging, retail, and brand communications. For a category often led by heritage cues or celebrity-backed sameness, Viamundi introduced a more curious and transportive point of view, giving the brand a clearer reason to be remembered.
