Meet Modern Mexico by The Clerkenwell Brothers for El Rayo Tequila

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El Rayo Tequila is a startup spirit brand inspired by the new symbols of Mexico

El Rayo is a field to bottle spirit. Their blue agave are hand planted, hand harvested and hand-made to retain as much of the complex flavours as possible. The result is a spirit that is fresh and natural, yet deep and layered with a range of savoury and vegetal notes.

A celebration of the origins of Tequila. Mexican folklore tells of El Rayo striking the blue agave. The myth describes how a local campesino witnessed this moment and followed the burning glow in the distance. The cooked agave plant was discovered.

Their delightful tequila comes in two different complexions: Plata and Reposado.

We wanted to bring Modern Mexico to life with a still-life shoot aimed at capturing the ‘tequila serve’ and the complexity of flavours. Inspired by the El Rayo branding and visual language, along with modern Mexican architecture, we wanted to create a world that was fresh, vibrant and carried depth.