Perro Verde, 2024
Designed at S&CoCreative Direction: Oliver Siegenthaler
Art Direction & Design: Juan Martínez
Illustration: Juan Caicedo
Photography: Espacio Crudo
Fonts in use: Toy by Out of the Dark, Matorral & Ostia Antica by Bureau Brut
Perro Verde, founded in Los Angeles by two mezcal enthusiasts and guided by fifth-generation mezcalero Don Porfirio Chagoya, recently welcomed actor Benicio del Toro as an investor. The brand sources rare agave varieties like Tobalá and Tepeztate, crafting small-batch mezcal that reflects cultural depth and artisanal craftsmanship. Perro Verde honors the land, people, and processes behind every bottle, making authenticity a promise, not just a detail.
Perro Verde’s challenge was to stay true to mezcal’s authentic, handcrafted origins while carving out a place in the luxury market. The brand sought to bridge the gap between luxury’s focus on exclusivity and mezcal’s artisanal roots, ensuring that its identity would be defined by cultural heritage, rarity, and craftsmanship. By honoring traditional production processes without compromising on the essence of mezcal’s deep-rooted authenticity, Perro Verde aimed to create a unique definition of luxury that respects both its heritage and its untamed spirit.
The brand’s identity embraces rarity and unconventional beauty, as reflected in its name, which draws inspiration from the phrase “Más raro que un perro verde” (rarer than a green dog). This ethos is further expressed through the design of the bottle, featuring a nahual—a symbol of self-discovery and individuality. The typography blends traditional and modern elements, balancing elegance with a wild spirit. Together, the new design reinforces the brand’s narrative, emphasizing both luxury and untamed essence while highlighting cultural depth.
Perro Verde’s challenge was to stay true to mezcal’s authentic, handcrafted origins while carving out a place in the luxury market. The brand sought to bridge the gap between luxury’s focus on exclusivity and mezcal’s artisanal roots, ensuring that its identity would be defined by cultural heritage, rarity, and craftsmanship. By honoring traditional production processes without compromising on the essence of mezcal’s deep-rooted authenticity, Perro Verde aimed to create a unique definition of luxury that respects both its heritage and its untamed spirit.
The brand’s identity embraces rarity and unconventional beauty, as reflected in its name, which draws inspiration from the phrase “Más raro que un perro verde” (rarer than a green dog). This ethos is further expressed through the design of the bottle, featuring a nahual—a symbol of self-discovery and individuality. The typography blends traditional and modern elements, balancing elegance with a wild spirit. Together, the new design reinforces the brand’s narrative, emphasizing both luxury and untamed essence while highlighting cultural depth.
