Casa Amarillo gathers makers and creatives from around the world, uniting and promoting creative production and cultural diversity, showcasing the incredible variety of ways people across the globe interpret and engage with the world around us, and cross-pollinating with new ideas while preserving core values and traditions. A coming together of craft and technology, tradition and innovation, profitability and sustainability, and a local-global world.

forceMAJEURE brought its experience in Strategy, Positioning, Innovation, Branding, and Design to bring to life the Casa Amarillo concept for the first Lauch of the brand in Mexico City during Mexico Design week 2023. forceMAJEURE defined the creative strategy and the Brand world of Casa Amarillo. It created the name, the Visual identity, and the packaging of its first collection of limited edition agave distilled spirits.

In addition to designing a unique barware collection, including a Limited-release Crystal Carafe, glassware, and a unique series of bar fountains, forceMAJEURE designed the packaging of the spirits as refills, meant to be used either independently or in conjunction with the Crystal Carafe.

Created alongside local Mexican artisans, the collection brings a new dimension to appreciating and celebrating Tequila and Mezcal’s unique qualities, embracing the power of collaboration between designers and artisans. It also opens up a critical dialogue about sustainability and design. Manufactured in Mexico, the second generation of bottles will be light-weighted in 2024.

For the launch, within Design Week Mexico’s star platform, Design House, forceMAJEURE also collaborated with the Mexican architecture firm C Cúbica Arquitectos to create a space that reflects “the new Mexican house” embodying the values of Casa Amarillo: hospitality, design & craft and the vision of contemporary Mexico.

Brand Creation, Concept, Visual Identity, Strategy, Positioning, Art Direction, Portfolio Architecture & Flavor Strategy, Ritual & Product Design, Launch Campaign.

During this one-month event, Casa Amarillo presented its first prototypes of a beautiful series of unique objects created alongside Mexican designers and artisans. This first collection, a crystal serving carafe and a flute, brings a new dimension to appreciating and celebrating Tequila and Mezcal's unique qualities, embracing the power of collaboration between designers and artisans and opening a critical dialogue about sustainability and design. The collection was prototyped by Keep Brooklyn in Brooklyn, NY, and produced in Mexico by Nouvel Studio.

Alongside this unique barware collection, forceMAJEURE co-created a unique series of bar fountains, mixing glass and stone, which were the centerpieces of the Casa Amarillo bar experience. The fountains were used to elegantly dispense the Casa Amarillo's limited-edition agave distilled spirits created exclusively for DWM23: a Tequila Blanco, a Tequila Blanco with subtle notes of coffee, and a Mezcal distilled with pineapple.

Those new-to-world flavors, produced in small batches, reflect Casa Amarillo's unique, innovative, and collaborative approach to Agave spirits making. The Tequila Blanco has its origin in Amatitán, Jalisco. Un-aged with a clear color, it has a well-balanced body with subtle notes of agave that add a sweet touch to the taste. The Tequila Blanco Notas de Café is also un-aged with a delicate infusion of subtle notes of coffee. Continuing with the agave distilled liquids, Casa Amarillo ventures into the mezcal category, with a Mezcal Espadín distilled with pineapple, originating in Santiago Matatlán, Oaxaca. The pineapple notes bring a subtle sweetness to the classic smoky Mezcal experience.

The bar fountains are objects of high visual appeal but also a sustainable answer to the dispensing of spirits in bars and restaurants. They were crafted in Mexico by DoStudio for the glass and Ente for the stonework.

This collection is the first chapter in developing Casa Amarillo's creative platform, and forceMAJEURE will continue to guide the brand in its future partnership between Designers, Makers, and Agave spirits producers.