FEAR NOTHING
BUT THE ABSENCE OF TASTE™

Illustration of Lydia standing in her Oaxacan village

Meet Lydia

An entrepreneur with love in her heart,
she was the pride of oaxaca.

She loved the simple things in life:
Reading to her cat, Oscar.
Tending to her plants.

Lydia baking confections for customers at her bakery

Her biggest passion: Baking.
People from all over Oaxaca would come to
her bakery to taste her confections.

But one day after a loss in the family,
Lydia suffered what the locals call a “SUSTO.”
A Fright so deep that it changes you forever.

But one day after a loss in the family, Lydia suffered what the locals call a “SUSTO.”

A Fright so deep that it
changes you forever.

Lydia gripped by fear, surrounded by flames

A frightened Lydia consumed by her susto

The fear grabbed hold of lydia
and would not let go.

The fear kept Lydia from doing everything
that she used to love.

She stopped reading. her plants began to wilt.
her bakery no longer bustled with locals.

Seeing the fear that was controlling her life,
Lydia's friends persuaded her to see the local shaman.

Seeing the fear that was controlling her life, Lydia's friends persuaded her to see the local shaman.

The Shaman performed a healing ritual to sweep the evil from Lydia, cleansing her soul and lifting the darkness.

The local shaman performing a healing ritual

Lydia accepting a sip of Susto Mezcal from the shaman

With the ceremony complete the shaman offered lydia a sip of susto mezcal to reunite her soul with her body.

Lydia Drank a sip of susto

Lydia in a state of bliss after drinking Susto Mezcal

As lydia drank the mezcal she felt the soulless sensation that had gripped her body being released

Lydia thanked the shaman for his mystical and healing powers. she was renewed.

The shaman bidding farewell to a renewed Lydia

As she was leaving, the shaman handed her a bottle of Susto and said,

"Banish your fears, reunite with your soul and always remember the magic of Susto."