400 Conejos is a premium mezcal from Oaxaca, Mexico. With rapid growth in international markets, the brand needed to reposition itself in the competitive U.S. beverage landscape.

Drawing inspiration from ’90s Chicano culture, the new identity fuses tradition with modernity while avoiding industry clichés. The result is a bold visual system that honors craftsmanship, embraces contemporary Mexican design, and highlights cultural authenticity.