Paranubes is an 'agricole' or 100% pure cane sugar rum which is fermented in the mountains high above Oaxaca. It is rumored that the Beatles retreated to these very mountains to partake in spiritual ceremonies with the local medicine woman, aka to take mushrooms together. Needless to say — this is a mystical place.
Judah hired us to create a label design that would capture the spirit and power of the physical environment which produces this beverage. We spent most of our time in creative development with him and his partners, finding inspiration that felt cinematic, authentic and revolutionary. Drawing a wide range of inspiration from UP posters, vintage travel posters, street art and propaganda from the area of Oaxaca itself. The end goal was to create a label that someone would want to hang as a poster on their wall. The final result does not disappoint. If you are able, make sure to order Paranubes the next time you're in a bar and be sure to ask to see the label up close and personal.
Para Nubes- For the Clouds