The project stems from the detection of the need to serve rural communities in the municipalities of the Ruta del Tequila (Jalisco, Mexico), especially women and youth which are the sectors with higher job insecurity , especially for women with low education and family responsibilities that limit their chances of finding sources of income, because they have difficulties to go to find a job and to balance a job with these responsibilities. In these communities, many women survive making crafts from home, the craftsector has been the most vulnerable, because they do not have the resources to evaluate the craft nor had the possibility to produce higher quality or design their products.
The project has promoted a comprehensive rural development program with strong emphasis on the importance of linking design with craftsmanship and innovation with tradition. The designers of the Estudi Moline team, Gerard Moline and Guillem Ferran, have contributed their expertise and have transferred their experience working with craftman incorporating a contemporary design to craft techniques conventional prototype appropriate for current market needs.
All designs of different craft disciplines (agave fiberpaper, wood-flower quiote agave, sand blast technique on glass, ceramics, wood, local gems like obsidian, wires, textiles recycled fabrics) have inspired by a speech and imaging unit based on organic forms of agave landscape, especially the forms that a rise from the agave pineapple once it has been in the process of making tequila. From there they took the elements that have led to the corporate image of the "Artesanias Ruta del Tequila "
Direct collaboration between artisans and designers have favored different languages but share tremendous synergies among themselves that have given rise to 42 prototypes of new designs, which make up the collection of" Artesanias Ruta del Tequila".
The impact of this award will contribute to greater promotion of handicrafts from the Tequila Trail with an international presence that will encourage new customers and, especially, can attract tourists to visit this tourist destination. This promotion will encourage more sales of new designs, which will strengthen and promote craft micro businesses as they are working on innovative new product lines with its own character and identity. The increased sales will allow the families of craftsmen have more income to invest in the education of their children in better food and to cover their health needs. In short, the award can help in the process of improving the quality of life of the beneficiaries of the project.
The project has helped the creation and consolidation of 14 micro enterprises artisans from the rural municipalities of Tequila, El Arenal and Amatitán. At the same time it has trained craftsmen and craftswomen to improve their designs, techniques work and their business management skills, and has enhanced women's leadership. In fact, half of the artisan companies are led exclusively by women.
We believe that this project has contributed to improved quality of life of its beneficiaries, helping to give more strength to their business and craft as a source of employment to support their families. The design approach with a clear social objective of rural development has led to the production of quality parts and innovative, opening up more sales opportunities to reach new customer segments and deriving a higher income for artisan families.