400 Conejos is a premium mezcal from Oaxaca, Mexico, navigating rapid growth in international markets. The brand needed a repositioning that could hold its own in the competitive U.S. beverage landscape without losing what made it worth drinking in the first place.

Drawing from 90s Chicano culture, the new identity fuses tradition with modernity, building a bold visual system that honors craftsmanship, celebrates contemporary Mexican design, and leads with cultural authenticity.