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".