F3 Brands’ Contemporary Packaging Design for Tequila Externa Honors Mexico’s Ancient Goddess Mayahuel

Externa (External) is a tequila that emphasises the origin of Mexican spirits, and whose protagonist is “Mayahuel”, an Aztec goddess represented mainly in pre-Hispanic codices and associated with agave, this time with a contemporary graphic representation, arises from the Mesoamerican beliefs and is considered a goddess of fertility and sacred drink. Its importance for Mexico lies in its connection with agriculture and ancestral traditions; the agave plays an important role in religious and social ceremonies. Mayahuel symbolizes both physical and spiritual sustenance, reflecting the cultural richness and worldview of ancient Mexico. Finishes such as hot stamping and screen printing were vital to convey the contemporaneity of the Goddess and the drink. The material chosen to bring Tequila E