Lucha Libre is one of the most iconic symbols of Mexican popular culture, and has been exported as part of the country's identity.
I created the concept, brand, and designed the identity and packaging for this premium Mexican craft beer.
The brand's identity is inspired by the golden era of lucha in the 1950's, when movie heroes were not Superman or the X Men, but El Santo and his wingmen, fighting creepy monsters on a silver '52 Alfa Romeo with surf music in the background.
The variety of styles are named after fictional characters also inspired by the 50's lucha style; Black King (Imperial Stout), Blond Gomez (Lager) and The Vampire's Son (Red Ale).
Identity, Packaging, Personal 2011